Psychological pricing (also price ending, charm pricing) is a pricing and marketing strategy based on the theory that certain prices have a psychological impact. In this pricing method, retail prices are often expressed as just-below numbers: numbers that are just a little less than a round number, e.g. $19.99 or £2.98.[1] There is evidence that consumers tend to perceive just-below prices (also referred to as "odd prices") as being lower than they actually are, tending to round to the next lowest monetary unit.[2] Thus, prices such as $1.99 may to some degree be associated with spending $1 rather than $2. The theory that drives this is that pricing practices such as this cause greater demand than if consumers were perfectly rational. Psychological pricing is one cause of price points.

Example of psychological pricing at a gas station