The Left-Digit Effect: Why Game Prices End in .99

Why, when you saunter into a game store or navigate your favorite e-tailer, is everything priced $59.99, $29.99, or $19.99? More specifically, why do all those prices end in “.99?” Why not just be honest and price them at $60, $30, and $20? Retailers aren’t fooling anyone by pricing them one cent cheaper, are they?…

Heuristics, Ho!

This pricing I just saw on Bioshock Infinite inspired me to make a quick note: This is just a nice example of what psychologist and influence connoisseur Robert Cialdini would call a “click, whirr” moment. Bioshock Inifinite is only discounted three cents here, but we’re so used to thinking that something is a good buy…