Pricing psychology applies principles of human psychology to price setting. It leverages how our brains process numbers and perceive value.
The most common technique is charm pricing — setting prices at $9.99 instead of $10. Our brains anchor on the left digit, making $9.99 feel significantly cheaper than $10.
Other techniques include anchor pricing (showing high prices first to make discounts seem bigger), bundle pricing, and decoy pricing (adding a less attractive option to make the target option seem better). These subtle tactics significantly influence purchase decisions.