Why do retailers always knock a penny or a pound off prices? Back when Computeractive was born in the 1990s, a practical general-purpose desktop PC used to cost about ÂŁ1,000. But theyâd always make it ÂŁ999.
Some psychologists reckon this works because when we see an awkward number, we estimate the nearest round figure. So we see ÂŁ999 and think ÂŁ1,000. Now that weâre thinking about ÂŁ1,000, ÂŁ999 sounds a bit less. And a bit less must be better value!
âIt may be pricey but itâs fast, future-proof and handles all your peripheralsâ Economists, meanwhile, note that once a price point is established, it tends to stick. The ÂŁ999 PC was around for quite a while. Eventually the cost of components drifted down, and you could get a pretty decentâŚ