A new study, published in the latest issue of the Journal of Consumer Research, shows that an occurrence known by marketers as the ? "left-digit¹ 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 would 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.

 

最新一期《消费者研究杂志》发表的一份研究显示，一种被市场推广人员称为“左位数效应”的现象很大程度上影响人们购物时的决定。实验证明，人们在购物时对价签上小数点右侧的数字并不是太在意。例如，人们更愿意购买标价为3.99美元的商品，而不选择4美元的商品。这种现象在实体商店中也得到进一步放大，商家打出的商品价格中，最后两位数字印得明显比前两位数字小很多。

 

"Shoppers pay a disproportionate amount of attention to the leftmost digits² in prices and these leftmost digits impact whether a product's price is perceived to be relatively³ affordable⁴ or expensive," the study says.

 

该研究指出：“消费者大部分的注意力都放在商品价格最左侧的数字上面，而这些数字决定了该商品价格是否在可承受范围之内。”

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