Whether it’s a supermarket or a car commercial, many of the prices you experience are likely to have something in common. Prices are more likely to end in .99 more than any other pair of numbers — and certainly more than the even .00. We probably don’t think twice about buying something for $5.99 or $16.99, but it is a little strange when you think about it. Why aren’t prices just even dollar amounts? Is it a carefully organized marketing plan to get you to spend more?
Well, basically … yes. But there’s really nothing that is carefully planned about it. It’s actually pretty simple. “It’s a type of psychological (心理的) pricing,” says Julie Ramhold, a consumer (消费者) expert. “Because we read from left to right, we pay less attention to the end of the number versus the beginning.” This is especially effective if you’re just quickly reading several prices in a row. Therefore, the first number will definitely stand out to you more.
Of course, we still know that $9.99 is basically ten dollars, not nine dollars. But the $.99 trick takes advantage of the way our brains process prices. When we see a price of $9.99, we associate it as part of the $9-$9.99 range rather than the $10-$10.99 range. “Consumers don’t want to go beyond a certain type, so even a penny less may make a huge psychological difference,” explains Subimal Chatterjee, a successful and respected teaching professor of Marketing at Binghamton University School of Management.
This strategy is especially effective when it’s a change in the number of digits (数位). $99.99 is just inside the two-digits range, so it seems like a score … even though you basically are paying a hundred dollars. And, of course, the sellers are getting the most money they possibly could within that lower range, because 99 cents is only a cent below the higher range.
【小题1】What does the first paragraph say about goods in stores?| A．They are of high quality. | B．They are available at a discount. |
| C．They tend to be priced at $.99. | D．They are always in great demand. |
| A．First come first serve. | B．Psychological pricing. |
| C．Small profits but quick returns. | D．Buy one and get one free. |
| A．The bag costs not more than $100. |
| B．The bag is sold at a reasonable price. |
| C．The price is a lucky number. |
| D．The price is within the four-digits range. |
| A．Sales Strategy Consumers Fail to Realize |
| B．Buying Habits Most Consumers Share |
| C．Promotion Plans Stores Have in Common |
| D．The Real Reason Most Prices End in .99 |
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Q : Is it safe?
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Q : When I place my order, it’s a one-time-only transaction (交易), right?
A : Yes. Rest assured. When you shop with us, you can shop with confidence and peace of mind. Every order placed with us is 100% safe and secure. Our site is scanned and tested daily by McAfee SECURE. “The McAfee SECURE” trust mark (see the upper-left corner of our website) only appears when the website has passed their intensive, daily security scan.
What’s more, our customers never have to worry about being enrolled in auto-reship or auto-rebilling (自动付款) scams (骗局). Each and every order placed with us is a one-time-only transaction.
CONSUMER TIP: Beware of sites that offer “free trials”, which claim to charge only a small fee for shipping. However, more often than not, these “free trials” websites will continue to charge your card for regular monthly shipments if you don’t return your “free trials” within 10 to 14 days.
As the Official Website of African Mango, we offer only the purest, most effective African Mango available. What’s more, as an accredited business, we do not engage in auto-rebilling, auto-reshipping, or any other business practices that are considered morally unacceptable. Your results, and your satisfaction, are 100% guaranteed.
【小题1】What does the word FAQs in the title of the article mean?
| A．Fully accepted qualities. | B．Fantastic African qualities. |
| C．Face – to – face associated quotations. | D．Frequently asked questions. |
| A．Take pills regularly and you are sure to achieve your absolute best shape. |
| B．Drinking more water daily will guarantee the pills to work efficiently. |
| C．A healthy diet, adequate water and more exercise will contribute. |
| D．High-calorie food and enough water are essential to make the pills work well. |
| A．the pills are unpopular with film stars |
| B．auto-rebilling and auto-reshipping are reliable business practices |
| C．Virginia Tech University doubted whether drinking water helps lose weight |
| D．the one-time-only transaction service ensures customers’ confidence |
| A．We can place an order securely with the help of search engine. |
| B．The official web site is your best choice. |
| C．McAfee SECURE promises the security of your order. |
| D．Many web sites providing “free trials” service are considered to be secure. |
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【小题1】According to the advertisement above, we know _______.
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