Left-digit Effect

When I went to the supermarket to buy things, the product with a price of 2.99 yuan always seemed to be more popular than the product with a price of 3 yuan. People in the marketing circle call this "left-digit effect ". It is said that when people shop, they only pay attention to the leftmost Number of the price tag. As long as the number is within their own scope, the subsequent number will not be too concerned.

A new study, published in the latest issue of the Journal of Consumer Research, shows that an occurrence known by marketers as the "left-digit effect" drastically influences the choices that people make while buying various items. simple experiments have proven that too little attention is paid to the digit on the right hand side of a price tag. for instance, people wowould rather buy something that is priced at $3.99 than those priced at $4.00. in actual stores, this is encouraged, as producers and managers have the final two numbers of the price printed with much smaller fonts than the first one or two.

According to a study published in the latest Consumer Research Journal, a phenomenon called the "left-digit effect" by marketing staff has largely influenced people's decision on shopping. Experiments show that people do not care too much about the number on the right of the decimal point during shopping. For example, people prefer to buy a product with a price of 3.99 US dollars instead of 4 US dollars. This phenomenon has also been further amplified in the real store. In the commodity prices played by sellers, the last two digits are significantly smaller than the first two digits.

"Please pay a few amount of attention to the leftmost digits in prices and these leftmost digits impact whether a product's price is perceived to be relatively affordable or expensive," the study says.

The study pointed out: "Most consumers focus on the leftmost number of commodity prices, which determines whether the commodity price is within the tolerable range ."