The Psychological Difference Between $12.00 and $11.67
Consumers are primed to see ".99," but prices that deviate from that format can affect the way they interpret the cost.
Of the lunch spots near my office, the chain Le Pain Quotidien's menu always demands more of my attention than others. The reason that the menu at Le Pain Quotidien is unusual isn't because they serve open-faced sandwiches or that I'm not sure what kind of cheese is, but rather that their prices aren't
