$1499 is cheaper than $1,499 In marketing, the truth is what ever the customer says it is. The customer is the sole arbiter of the truth. Consumers make purchase decisions based on their perceptions not on reality (what ever that might be) and therefore customer perception is for all intends and purposes – reality. In […]

$1499 is cheaper than $1,499 In marketing, the truth is what ever the customer says it is. The customer is the sole arbiter of the truth. Consumers make purchase decisions based on their perceptions not on reality (what ever that might be) and therefore customer perception is for all intends and purposes – reality.In 2012, researchers Coulter, Pilsik, Kent and Monroe, found that consumers were consistently and significantly more likely to buy at $1499 than at $1,499. In other words – they found that the use of the comma made the same price seem more expensive. They also found that the number of syllables matter. The more syllables in the price the more expensive it is seen to be.Commas and syllables make prices higherIn 2005 Coulter and Coulter found that font size impacts on the perception of price. A small font size creates an unconscious impression that the price is…