It's not about what you think about the particular price, it's about how you view the relative price. If one item is 9.99 and the next is 10.00, there's no prac

It's not about what you think about the particular price, it's about how you view the relative price. If one item is 9.99 and the next is 10.00, there's no practical difference in price, but a huge difference in relative attraction to shoppers.