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If the Price Ended in 99, You Probably Overpaid

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wsj.com

As you wander the aisles this holiday season you’re likely to encounter the number 9 everywhere. There’s $4.99 for that box of Christmas candy, $299 for that TV, and $99.99 for those stylish headphones.The trick of using 9s to price items just below some major threshold is so common that we rarely think about it, and if we do it’s likely to pity the poor suckers who don’t know $99.99 is the same as $100.

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