You're probably right. Even I have to struggle to realize that 9.99 is only a hair lower than 10.00. It's a powerful subliminal message which is why they all do it.
Doesn't mean it isn't infuriating - but it works. Carleton -----Original Message----- From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Stephen Humphreys Sent: Thursday, June 02, 2005 18:17 To: U.S. Metric Association Subject: [USMA:33068] RE: Tesco Don't you think its more to do with 'subliminal' rather than 'bright' vs 'non-bright' >From: [EMAIL PROTECTED] >Reply-To: [EMAIL PROTECTED] >To: "U.S. Metric Association" <[email protected]> >Subject: [USMA:33066] RE: Tesco >Date: Thu, 02 Jun 2005 16:14:38 +0000 > >9.99 vs 10.00 - most people are NOT bright enough to see through this, and >they perceive the 9.99 as being a lot cheaper. Same thing with the stupid >"9/10" at the end of gas prices. The marketeers keep doing this because it >works! > >Carleton > >-------------- Original message -------------- > > > > Although less and less people buy by the weight these days (possibly >to do > > > with removing imperial in some places) those who do will appreciate > > > Tesco's seemingly open way they make the sale experience / appearance > > > "better" in the perception of the quality of information offered. > > > > > >>If people are influenced at all it will be because price/lb looks >cheaper > > >>than price/kg, > > > > > > I think people are brighter than that! > > > > If people are so 'bright' why would they need spoonfeeding imperial >measures > > > > > > > >>which is why Tesco do imperial pricing in their promotions. Tesco have > > >>also been known to show price reductions per kg for the same reason. > > > > > > Actually they show reductions in both. > > > > Not on the same product. > > > > > > > > Sainsbury make a point of saying "thats XX/kilo less" in their TV ads >(the > > > only firm I've 'heard' do that) and to some that will sound very > > > impressive (however I still think people are brighter than that). > > > > > > > I'm sure America has the same experience as us where traders always >price > > things at say �9.99 rather than �10.00 I'd have thought that people were > > bright enough not to be influenced by that but for some reason retailers > > insist on doing it. > >
