How a 99-Cent Price Taps Your Left Brain

What this episode covers

Episode 38 of Behavioral Economics with Fexingo digs into the left-digit effect — why a $4.99 price feels dramatically cheaper than $5.00. Lucas and Luna explore the 2011 University of Chicago study showing that reducing a price from $5.00 to $4.99 boosted sales by 24%, while an equivalent 1-cent drop from $5.00 to $4.99 had no effect. They discuss real-world applications at retailers like J.Crew and the psychology of how our brain reads prices left to right. This episode also touches on William Poundstone's book 'Priceless' and why 9-ending prices are so sticky in marketing. No fluff, just the concrete science behind why your brain treats 99 cents as a bargain. #BehavioralEconomics #LeftDigitEffect #PricePsychology #9EndingPrices #CharmPricing #ConsumerBehavior #CognitiveBias #MarketingStrategy #RetailPricing #Poundstone #UniversityOfChicago #SalesBoost #DecisionMaking #Economics #FexingoBusiness #BusinessPodcast #Bias #PricingScience Keep every episode free: buymeacoffee.com/fexingo

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Frequently Asked Questions

How long is this episode of Behavioral Economics with Fexingo: Decision Making, Bias, and How People Really Spend?

This episode is 7 minutes long.

When was this Behavioral Economics with Fexingo: Decision Making, Bias, and How People Really Spend episode published?

This episode was published on June 8, 2026.

What is this episode about?

Episode 38 of Behavioral Economics with Fexingo digs into the left-digit effect — why a $4.99 price feels dramatically cheaper than $5.00. Lucas and Luna explore the 2011 University of Chicago study showing that reducing a price from $5.00 to $4.99...

Can I download this Behavioral Economics with Fexingo: Decision Making, Bias, and How People Really Spend episode?

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