Why does $97 seem cheaper than $100?
Understanding the power of psychological pricing in marketing
Have you noticed how most prices we see end in .99 or .90? And how patterns such as $47, $97, $197?
These prices are not chosen at random. They are part of strategies that draw on consumer psychology to influence perceived value and make decisions easier.
Let's explore two of the most common strategies: charm pricing and the effect of the number 7.
🧠 The classic $9.99: charm pricing
This pricing approach is known as "psychological pricing" or "charm pricing".
The logic is simple: the human brain reads a price from left to right.
So, even though $9.99 is almost the same as $10, it feels much closer to $9.
The result? Consumers feel they are getting a good deal.
This technique has been used for decades in physical and online retail, and it continues to work because our brains prioritize emotion over reason when making decisions.
🔢 The number 7 in digital marketing: $47, $97, $297...
In recent years, particularly in the world of digital information products (such as online courses, mentoring programs and e-books), another pattern has emerged: prices ending in 7.
But why?
Here are the main reasons:
A/B test results: various campaigns have shown that $97 converts better than $99 or $100.
Perceived specificity: a price such as $97 feels more carefully considered and strategic than a round number.
The symbolism of the number 7: it is a number associated with luck, spirituality and balance in various cultures. This creates a positive emotional association, even if a subtle one.
Psychological barrier: $97 feels more affordable than $100, despite the small difference.
It is all about perception
These strategies are not “tricks”; they are ways to make an offer more appealing and help consumers make decisions with less hesitation.
When used with transparency and backed by real value, they become powerful tools to:
✔ Increase conversions
✔ Attract attention
✔ Improve results
💡 Want to apply this to your brand?
At AJ Creativita, we help product and service brands communicate their value and strategies more effectively — including when it comes to pricing.
Get in touch. We love a good number. 😉
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