Beware the left-digit effect: Price gimmicks may affect choice

When shopping, we often find ourselves choosing between lower- and higher-cost items. But most people make a choice based on the first digit they see, according to a new study in the Journal of Consumer Research.

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<p><a href="http://www.physorg.com/news154632886.html">Beware the left-digit effect: Price gimmicks may affect choice</a></p> <p>When shopping, we often find ourselves choosing between lower- and higher-cost items. But most people make a choice based on the first digit they see, according to a new study in the <i>Journal of Consumer Research</i>.</p>