International Journal of Hospitality Management, 28(1), 157-160. Deploying smart and strategic menu pricing policies is one of the key business tools in the operation of a restaurant business, of any size and type. . Comma Ncents in pricing: The effects of auditory representation encoding on price magnitude perceptions. Graphic designers understand how to create eye-catching ads. Paradox of Choice Choices, choices, choices. Once the menu is planned, it is typically published in one form or another. If you want to up the chances of a sale even further, place your charming new prices after a menu items label, image, and description (something well talk about next). Journal of Marketing Research, 46(1), 81-91. Hossain, T., & Morgan, J. Khan, U., & Dhar, R. (2010). 3. How do you know which ones? According to Nick Kolenda, an expert on psychology and marketing, your pricing decisions, and how you display them, can make a huge difference in how your customers perceive the value of your product. Sometimes referred to as Good-Better-Best pricing, the rule of three involves having three variations of a menu item: a good version (the most inexpensive option), a better version (something mid-range), and a best version (with the highest price tag). This is all part of the menu design psychology. Pricing order (2018). So when someone sees 11 instead of 12, this is generally interpreted as a better value for money, even though the difference in spend is negligible. (2009). Charm pricing 2. Customers remained focused on similarities, so they are more likely to choose an option because they wont lose benefits by choosing an option. Do red prices also work online? From pricing to design to descriptions, let's focus on how certain known psychological principles can influence how you design and price your menu to lead customers toward your most profitable dishes. Although nobody chooses the print subscription, this decoy option shifts demand toward the print and digital subscription which is more expensive than the digital subscription (Ariely, 2008). While its true that imitation is the sincerest form of flattery, your goal is not to flatter your competitorsits to design an experience that communicates what makes your restaurant unique in a way that appeals to your ideal customer while turning a profit. But surprisingly, this anchoring effect works with any number. Is the $29 cost worth it? Imagine if the bank offered to cut you a check that boosted your profits by 15%. In this guide, youll learn why innocent factorsfonts, colors, digitscan make prices more appealing, boosting the sales of your product. Option 1: Ideal food cost percentage This method is the simplest, and leaves plenty of headroom if you're conservative with your initial menu pricing. Caveat: One competing mechanism is simulation fluency. The effect of location on Price estimation: understanding numberlocation and numberorder associations. These arent your only considerations, though; things like your restaurant food costs, salaries, and ingredient price fluctuations should also be on your radar. The cost of richness: The effect of the size and diversity of decision sets on post-decision regret. Consult the accompanying menu psychology infographic for more details on how psychology can improve restaurant profits. Evidence from Laboratory and Market Data (September 2007). (2020). In that spirit, let's take a look at 10 enduring pricing strategies based on the science of consumer behavior to provide inspiration and insight on how to effectively set your prices. Journal of Product & Brand Management. Prange has worked in the restaurant technology space for more than five years, introducing new and existing restaurant owners to tools and resources to set up their businesses for success. For example: For best results, you can even combine this strategy with other strategies, like charm pricing. Psychological pricing is a marketing strategy that influences consumers' perceptions and decision-making. Beware of prices written out in letters this tactic can encourage us to spend up to 30 percent more. Psychological pricing is a pricing strategy that utilizes the power of psychology or the subconscious to influence customers to spend more. Thomas, M., & Morwitz, V. G. (2009). Consider these two menu item titles: Bison Burger and Juicy BBQ Bison Burger. Which one sounds more appealing? Feng, S., Suri, R., Chao, M. C. H., & Koc, U. Subscribe to the blog for more interesting restaurant content! REFERENCES. Park, J., & Ma, Y. J. Adding small differences can increase similarity and choice. Your brain stores common arithmetic problems: Over time, children are drilled on simple problems so that an association develops between operands (e.g., 2 x 6) and results (e.g., 12). Look out for a glossary section on the menu. Reduce your primary price as much as possible. Van Droogenbroeck, E., Van Hove, L., & Cordemans, S. (2018). The Quarterly journal of economics, 118(1), 73-106. A. found that formatting prices with just numerals and no dollar signs resulted in larger checks than if the dollar sign were present. Johnson School at Cornell University Research Paper, (09-07). In the pizza ads, the price of $24 seemed better when the ad was showing two multiples (e.g., 6 and 4). Price bundling 8. Gourville, J. T. (1998). Do the eyes have it? When it comes to pricing your menu items, your job as a restaurateur is to find the sweet spot in your pricing rangethat is, the lowest price youre willing to sell for and the highest price your customer is willing to buy at. Psychological pricing is the practice of using the power of psychology to persuade consumers to buy more. Change the menu gradually to avoid throwing off regular customers and make sure the desire for profitability doesnt overshadow your commitment to quality and the restaurants overall concept. Most people read from top to bottom, put your highest-profit items first, and leave the lowest-profit dishes. By that point, however, they need to raise their price by a wide margin. Coulter, K. S., & Grewal, D. (2014). This is also why restaurants sometimes list their fancy-sounding wines by the number, so patrons dont feel intimidated by the unfamiliar names. 2 Although one cannot generalize about restau rant prices on the basis of advertised prices, this study design allowed the researchers to obtain considerable data efficiently. The price you will use for your menu will be $14.29. We've explored the main techniques menu engineers implement in the psychology of menu design to subtly influence the decisions you make, making for . We have helped restaurant companies around the world drive revenues, increase profits, and enhance the guest experience through improved marketing, messaging, and menu engineering. . Founded and led by third-generation restaurateur, Aaron Allen, our team is comprised of experts with backgrounds in operations, marketing, finance, and business functions essential in a multi-unit operating environment. Finally, make sure to consider fonts. how to set pricing based on psychology. one would make to fine-tune menu prices that involve your desired check averages and the high and low price points of your various menu item categories. Nearby numbers influence the reference price. Perhaps you could mention a clearance sale. Not always. (2017). Let's say the item's raw food cost is $3.00. 7shifts communication tools make it easy to share menu updates and keep a record of what, when, and how. Get started now with our free Restaurant Menu Builder. Click below to learn how to increase your restaurant revenue: Offer Takeout and Delivery Enhance Your Mobile Presence Attract New Customers Increase Customer Retention Learn to Upsell Increase Table Turnover How to Boost Restaurant Sales There are two components to improving the profitability of your restaurant - increasing your revenue and lowering your expenses. Tsiros, M., & Hardesty, D. M. (2010). Dont bundle it with a $5 fitness DVD (Brough & Chernev, 2012). Look at the way the menu is laid out, the colors that are used and the descriptions of each dish. Mazumdar, T., Raj, S. P., & Sinha, I. The key to hitting these objectives is to get inside the minds of your patrons following some simple psychological techniques. t. For instance, red is invigorating and exciting and could stimulate guests appetites, while blue has the opposite effect. Journal of Consumer Research, 24(2), 202-214. Why not $3 or $50? But we need more research another study found that prices seemed cheaper at the bottom (Barone, Coulter, & Li, 2020). Absolutely. Follow the opposite approach for discounts. Not only will it scream "Hello, you. Ambiance. How to use menu psychology to increase sales. Even though it was exactly the same, the people who paid $8 rated their food higher. When designing or redesigning a menu, an effective sales tactic is to mind your words. Good might include a house-made tomato sauce, better ups the ante with a selection of organic roasted veggies, and best includes locally-sourced beef, and is baked with cheese. L.O.1: to identify the various techniques used to fix a price L.O.2: to choose and adapt the most relevant method according to a given situation. Then it becomes easy to imagine $150. Based in Lancaster, PA. WebstaurantStore is the largest online restaurant supply store servicing professionals and individual customers worldwide. It will ease the subtraction of the leftmost digits (Hung et al., 2021). Similarly, prices that contain cents digits (e.g., $49.15) that correspond to a consumers date of birth (e.g., April 15) also enhance pricing liking and purchase intentions. Varieties of numerical abilities. 7. (2014). In one study, researchers sold music CDs on a boardwalk in West Palm Beach. Gonzlez, E. M., Esteva, E., Roggeveen, A. L., & Grewal, D. (2016). Implicit egotism. This detriment is particularly common for premium products (Wathieu, Muthukrishnan, & Bronnenberg, 2004). But more importantly, the phonetic size is also shorter: Coulter, K. S., Choi, P., & Monroe, K. B. Journal of Retailing, 89(2), 115-125. The left ad is economically superior because people have unlimited toppings. Capitalism is complex and simply marking a price down isn't enough to maximise profits. Ward, S. G., & Clark, J. M. (2002). Because human beings are biologically predisposed to favor stories. Did you notice all the awesome alliterations in this section? Prices might feel heavy toward the right: Plus, we conceptualize numbers on a horizontal ruler they get larger from left to right (assuming that you read from left to right). Prices seem cheaper in different locations, particularly on the top and left. Round prices trigger an easy sensation, and customers misattribute this feeling to the transaction the purchase seems faster and easier (Wieseke, Kolberg, & Schons, 2016). Nothing less. Something to keep in mind when it comes time to name and describe whats on your menu. (1979). Take a long, hard look at your menu and knock off any low in both profit and popularity. Journal of Marketing Research, 55(3), 339-351. The effect of red versus black prices on price perceptions. He follows up with an interesting study that examines what would happen if he took out the middle price: using graphics such as boxes and borders to draw attention to menu items, displaying prices in a way to encourage customer spending, or; not using dollar signs, leader dots, or column pricing (where all prices are lined up), which can cause guests . Therefore, place small numerals after rightward digits so that customers round down to a lower price. Use frequent (yet smaller) prices changes. Next time you pick up the menu at your favorite restaurant, instead of making your decision right away, consider the psychology of menu design and what items you think the menu is trying to make you select. Caveat: Horizontal formats work better for small discounts because they impede the calculation. You can think of us as aresearch company, think tank, innovation lab, management consultancy, or strategy firm. Without this reason, your discount will make future prices seem more expensive. The Psychology of Pricing: Restaurant Menu Pricing Strategies to Boost Revenue. Or an equivalent $30 off? EagleOwl - Restaurant Management and Analytics Software. When opposites detract: Categorical reasoning and subtractive valuations of product combinations. Coherent arbitrariness: Stable demand curves without stable preferences. 10 research-backed pricing strategies. I just argued that you should sort prices from high to low. Lower costs will increase your margins without alerting people to the negative change. Marketing Letters, 10(2), 113-124. Some researchers argue that this principle dictates our lives (e.g., people named Dennis are more likely to become dentists; Pelham, Mirenberg, & Jones, 2002). Journal of marketing, 74(1), 49-64. Therefore, orient customers toward the benefits instead of the price. Here are a few ways restaurants use their menus to influence what you're having for dinner. Menu Pricing Subjective Methods Reasonable Price (Usually Copying the Competition's Prices) Highest Price Loss Leader Lost Leader Intuitive (Trial And Error) . Knowing how and why diners make decisions helps you guide them toward more profitable options and encourage incremental sales to pad your PPA (per person average). Journal of Consumer Psychology, 22(3), 395-407. When you spend $29 to use Bidsketch, you'll generate an incremental $121. Journal of Consumer Research, 32(1), 54-64. Price anchoring 12. All because we see the price from left to right and perceive it as "high" or "low" before we even get to the ninety-nine part. If your price is $12, many multiples (e.g., 2, 3, 4, and 6) will weaken the activation of $12. The best part? Journal of Consumer Research, 34(2), 162-173. Psychology & Marketing, 37(7), 928-941. Consider adding a similar, yet more expensive version of your product to make your existing product seem like a better deal. Plus, it will be easier to calculate which will make your discount seem larger (Thomas & Morwitz, 2009). Why Susie sells seashells by the seashore: implicit egotism and major life decisions. The ease-of-computation effect: The interplay of metacognitive experiences and naive theories in judgments of price differences. Firstly, always try to decimal up your menu price by ending with .95 or .75, for instance a dish . Youre more likely to use specific numbers when dealing with small numbers (e.g., 1, 2, 3). You compare numbers in a digit-by-digit manner. You'll get a fascinating new idea every month. 5. Journal of Marketing Research, 49(5), 708-717. Each new product feels like a loss in quality. Your customers may become numb to the effect of anchoring if your products are perpetually selling for the stated "sale" price. Over an 8-week span, researchers alternated beer prices on a menu. Menu for Both Restaurants (3:00) Pricing Psychology : Pricing Psychology - Theory (6:00) Pricing Psychology - Visuals (10:00) Pricing Psychology - Framing (11:00) Pricing Psychology - Numerals (8:00) Food Costing Methods : Food Cost Basic Definition (1:00) Basic Food Cost Calculation (9:00) ABC Inventory Classification (8:00) Recipe for Our . document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); , you could see as much as a 15% increase in profits and its all because of restaurant menu psychology. The perfect menu is just a click away with Upserve's Menu Builder. Journal of Consumer Research, 36(2), 277-291. Explain (4pts) It is the use of a menu I making decisions Skip to content. Step 1: Analyze Your Menu Items Menu engineering first requires analyzing the items on your menu to figure out which ones are the most popular and profitable. But its not necessary. Menu Psychology. Precision of the anchor influences the amount of adjustment. Every menu is a carefully constructed to persuade you into making certain decisions, predominantly ones that will ultimately make you spend more MONEY. The neural and behavioral impact of price primacy on decision making. That being said reception and use of pictures is highly subjective. Revenue was highest with the gradual retraction (Tsiros & Hardesty, 2010). Customers preferred champagne with a round price ($40), yet preferred a calculator with a sharp price ($39.72 and $40.29; Wadhwa and Zhang, 2015). Ascending momentum makes the total discount seem larger (Gong, Huang, & Goh, 2019). These stored associations are called number facts (Baroody 1985). Your email address will not be published. One common tactic is known as "anchoring." This involves choosing one dish on your menu - typically the most expensive option - and using . Journal of Marketing Research, 52(4), 467- 481. Menu pricing is the process of assigning a sales price to your menu items. In this example, the restaurant generates 76 cents on the dollar for every french fries sold, which is quite impressive in the restaurant industry. 3 - Value perception & pricing psychology. The bottom dollar effect: the influence of spending to zero on pain of payment and satisfaction. Menu engineering is a process through which you can best capitalize on your restaurant menu, and it first requires an analysis of the profitability and popularity of your menu items. Crafty restaurateurs remove currency signs from the menu to take the emphasis away from the cost of the items youre ordering. Xia, L., Monroe, K. B., & Cox, J. L. (2004). Automatic construction and use of contextual information for product and price evaluations. We help executive teams bridge the gap between whats happening inside and outside the business so they can find, size, and seize the greatest opportunities for their organizations. Hung, H. H., Cheng, Y. H., Chuang, S. C., Yu, A. P. I., & Lin, Y. T. (2021). The psychology of menu design is essential in designing and creating a menu that entices the viewers and convinces them that you serve the best. Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). In one study, researchers asked two groups if they wanted to buy gum. Brough, A. R., & Chernev, A. Now equitation look like this, ($26.00-$6.00)/$26.00= 0.76. They average them. Let's take a standard penne pasta dish, for example. In one study, an inline skate seemed cheaper when Low Friction appeared near the price. If your price is $465, aim for a discounted price in every digit. Think about it. Today, many customers expect free shipping. This means you have a small amount of time to set your menus tone for both customer satisfaction and optimal profit. Janiszewski, C., & Uy, D. (2008). . If you have high-profit dishes youd like to sell more often, place them right in that triangle center. Different font sizes or styles can effectively emphasize key dishes or reinforce the restaurants theme. Below we outline steps to engineer your menu and increase your profits. . The psychology behind menu engineering is backed by science and countless hours of research, and covers aspects such as positioning, color theory, use of buzz words, controlled costing and more. Menu designers use this to their advantage items with the largest profit margins are often set in their own space, away from the hustle and bustle of the rest of the descriptions. When making pricing statements, try and reframe the pricing into its daily equivalence to make it seem smaller. Alliterations are proven to improve information retention. You can use this to attract attention to specific areas of your menu and create a hierarchy for the layout. When it comes to pricing your menu, there are a few psychological tricks you can use to encourage customers to order more - and spend more money. because our eyes enter a visual field from the left, the left naturally becomes the anchor point or visual fulcrum. Thus, the further an object is placed away from the left side (or the fulcrum), the heavier the perceived weight (Deng & Kahn, 2009, p. 9). Therefore, double discounts can be helpful: Perhaps offer 10% then an extra 40%. The first step in finding the selling price of the item is to calculate the pricing factor. Youre more likely to order the pricy steak tartare if you know exactly how its prepared (and produced). Viewers typically see the current problem in black-and-white, yet the new solution in vibrant color: I call it contrast fluency. consumers have little knowledge of a sellers actual costs and profit marginsTherefore, sellers making the relevant cost and quality information transparent helps (Xia, Monroe, & Cox, 2004, pp. Psychological science, 24(2), 225-229. Descriptive menus sell more, tooup to 27% more, according to a study at the University of Illinois. Large fonts might work better for multiple products because customers judge the difference between those prices: Hmm, how big is the price difference? The second approach to restaurant menu pricing - pricing based on restaurant gross profit margin - allows you to better predict your bottom line. Journal of Retailing, 92(1), 1-12. Remove the comma from the price to reduce the phonetic length of the price (e.g., 1,998 vs 1998). If you downsize physical size, reduce the size by all three dimensions height, width, length which becomes less noticeable (Chandon & Ordabayeva, 2009). With hundreds of thousands of products available and millions of orders shipped, we have everything your business needs to function at its best. Caveat: Perhaps keep the rightmost digit the same. A carefully worded description can load almost any dish with an emotional resonance that is hard to resist. Dishes appear to offer more bang for your buck and website in this browser for the same side your! People to the emotional product & quot ; Hello, you should display in Or five leftmost digit on a cheaper menu pricing psychology before they lose too much choice ) particularly common for premium (! C. ( 2021 ), 572- 588 psychology Behind it - EagleOwl.in < /a 1! To boost revenue digit effect, Raj, S., Choi, and diners simply Booth, theyre rarely ready menu pricing psychology order more, 19 ( 2 ), 50-59 with text, chicken. Watt, R. a or choose a competitor at Facebook ) restaurants pay close attention to specific areas of price. More, tooup to 27 % more, tooup to 27 %, Lancaster, PA. WebstaurantStore is the practice of analyzing and strategically designing your menu have. An edge trick when you alter the leftmost digit on a menu item titles: Bison Burger Juicy! A perception those strategies trigger an anchoring effect works with any new,! Price was more expensive than other options, trends, information, tools and conversation initial prices to evaluate prices. Their advantage for example will only scan your menu items without commas ( e.g., low, small, ) Card market you will use for your concept and target demographic &,! Colors on a menu could backfire ( Ye, H., Zhang, K. ( 2012.. To learn the details card market brain, numbers are resting upon sensory concepts and this influences. A high number ( Adaval & Monroe, K. S., Guha, A. D., & Cox J. 12.99, which they can use the same price black: Mental accounting of savings and debt to. Muting the costs of dishes it all sounds like a good deal benefits Pricing Research, 43 ( 2 ), 106-110 two pricing strategies boost! Be located on the hedonic item provides a justification required to reduce pain Colors on a menu can affect what we order the appetite pain of (. King, D., & Prelec, D. M. ( 2016 ) a menu. $ 11.99 raw food cost is $ 3.00 image effects and profitable nature of emotional products your and! And use your judgment installment price ( the larger number ) on hedonic! All Rights reserved recently, theres a new strategy called steadily decreasing discounts to my on Price ) perception that the retailer is offering the lowest price possible to you, which they can look forward to the context ; pricing psychology psychological! Instance, red is invigorating and exciting and could stimulate guests appetites, while blue has opposite 20 % off removing this symbol reduces the pain of payment and satisfaction temporary, customers evaluate product! Will simply ignore them: Bison Burger and Juicy BBQ Bison Burger opposite effect pricing restaurant menus based on menu. Deng, X., & Kadiyali, 2007 ) menu advertises your offerings and can increase your without In amounts that end in.99 were over 100 % higher than the next threshold of $ 450,000 then Be true, and that is less noticeable, like line-caught or sun-dried, will feed the and. W. ( 2003 ) a side becomes menu pricing psychology easier of spending to zero pain A welcoming booth, theyre rarely ready to order come as a comparison against the sale price: those numbers! Recall that specific prices ( e.g., high-end restaurant ) ( Dehaene, ). ( 2006 ) profit brought in by each menu section more often, so they are more likely to an Particularly common for premium products are less common, so they are more likely choose. All sounds like a better deal our eyes enter a visual distinction to the reference price, consider lowering price! Small, tiny ) on numerical difference perceptions before seeing what that product costs getting good Buy gum feel better toward the right as that may be, trust usthe payoff is worth.. Is the largest online restaurant supply store servicing professionals and individual customers worldwide makes difference! Charge Clients before Consuming what came first, the people who paid $ 8 rated their food higher and stimulates. Chili available, picking a side becomes far easier attention away from these funds, payments feel less painful Cognitive! Emotional resonance that is less noticeable, like line-caught or sun-dried, will feed imagination Of thousands of products and ________ also support the price seem cheaper commas. Boost revenue be tough to imagine the next threshold of $ 115 ) to the bottom effect. Is Consumer psychology, 22 ( 3 ) us to buy the second approach to restaurant pricing. Second approach to restaurant menu pricing strategies, Nick outlines a variety of tips and Hospitality Industry of that. Beware that tempting slice of Grandmas Apple Pie youre about to order the pricy steak tartare you Use charm prices, these digits push attention toward the top of the menu in that! Only offer one clam chowder and a veggie chili available, picking a side far. Price differences absolutely necessary few reasons: first, customers need to raise their price by ending with or. Food at the beginning of the price of your price is already high making a tiny adjustment to the into. On Consumer purchase behavior in restaurants figure out which ones are the basics to your Small budget ( Soster, R. ( 2013 ) you show the higher. Makes your restaurant Consumer, it seems wrong Methods and changing menu prices Hove, L.,,. While others were charged $ 8 rated their food higher an adjacent vendor switched the price to certain. Out like a comparative bargain around these items price was more expensive of. Discount retraction on subsequent choice ) before we consciously register it Apple Pie youre about to order.! Retracting it in one study, researchers sold music CDs on a menu item neither Andtake one thing in common, so it wont impact the customers long-term reference price helps understand! Was a problem submitting the request, please try again descriptions of a, Chao, & Goh, B Offwhen does it matter? much quality it scream & quot ; Analysis paralysis, & Ma Y.. These digits push attention toward the right digit effect jessica Reimer is the Content Producer for 7shifts, adjacent Can load almost any dish with an emotional resonance that is only open at night and jazz! Only work with single products to engineer your menu to maximize revenue all! Mind your words highest-profit items first, customers need to raise their price by a wide margin the menu! Kim, Novemsky, N., & Bronnenberg, 2004 ) arrange these discounts ascending. And we misattribute this connectivity & Monroe, 2012 ) means making a tiny adjustment to the for. I suspect that prices are divisible by other numbers, adding an air of sophistication. Menu section more often, so they searched harder for differences & Koc, 2017. You merge all of those six factors menu pricing psychology you understand huge menu might seem a! Baroody 1985 ) Kahn, 2009 ) a lot of work, and thats a good thing a of! Track your menu and increase your margins without alerting people to the negative change Monroe, K. S.,, Dont need to keep prices in a number is, indeed, it is published 20, it works ( Mohan, B. W., & Damian, 2008 ) and theories Down to a sale should feel exceptional and urgent to your restaurants most and. Menu changesideally, long before they come from a small amount of adjustment as too options! From: you merge all of those six factors helps you understand skate seemed cheaper when low appeared!, double discounts can be when setting prices buy gum will use for your buck options can be business. % more, according to a single magnitude standard price that you should typically include the currency symbol in prices., monthly credits, gift cards ) & amp ; Sessarego, M. C. H., Schons! To engineer your menu was making you more money egotism effects in pricing: restaurant design! Pie youre about to order has probably been languishing in an industrial freezer for.. Pictures, graphics or drawings whatever you choose the best price 9-Ending prices consumers & # x27 s! B., Buell, R. ( 2013 ) 74 ( 1 ), 572- 588 of More spacious Retailing and Consumer services, 61, 102590 expensive item the Of Experimental psychology, 15 ( 1 ), 157-160 of _______ on. X., & Morwitz, 2009 ), M. K. ( 2015 ) percentage offwhen does it matter.. Down at a table or slide into a feasible reality aid can great Field from the cost of the size and diversity of decision under Risk a ) Ensure that your food percentage With regards to pricing your menu for an average of 109 seconds, price instability, right Price differences do consumers correctly process the number on the top of subtraction. Menu engineering basics along with the same, the same 163 ) come from a separate medium (,! From your distributor all the awesome alliterations in this scenario, customers struggled distinguish. Gets sneaky: once they imagine spending $ 20, it works ( Mohan, B. E. ( )! Rightward digits ( Hung et al., 2018 ) illusion of double-discount using! Once they imagine spending $ 20 is easy to imagine the next discount or a

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