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Kenapa harga sering berakhiran 99?

Why do prices end in 99? The left-digit effect

Otak membaca angka dari kiri. Harga 9.990 terasa '9 ribuan', bukan 10 ribu, efek yang disebut left-digit effect.

Sampul short: Why do prices end in 99? The left-digit effect

Short-nya segera tayang di YouTube @geegit

Penjelasannya

Lihat label harga di toko mana pun di dunia: 9,99; 19,99; 99,99. Kenapa pedagang begitu terobsesi dengan satu sen yang hilang itu?

Karena "glitch" kognitif bernama left-digit effect: otak membaca angka dari kiri ke kanan. Sebelum mata sampai ke angka 99 sen, alam bawah sadar sudah berpatokan pada digit pertama: sembilan dolar. Sejumlah eksperimen ritel menemukan bahwa harga berakhiran sembilan bisa menaikkan penjualan secara nyata, kadang sampai 20 persen.

Ada juga teori populer bahwa harga seperti ini dulu mencegah kasir mencuri, karena mesin kasir harus dibuka untuk memberi kembalian satu sen. Kamu tahu 9,99 itu praktis 10 dolar, tetapi alam bawah sadarmu tidak akan pernah percaya.

Diagram dari video

Diagram GeeGit: Look at almost any price tag in any store on Earth: nine ninety-nine, nineteen ninety-nine, ninety-nine ninety-nine.
“Look at almost any price tag in any store on Earth: nine ninety-nine, nineteen ninety-nine, ninety-nine ninety-nine.”
Diagram GeeGit: Because of a cognitive glitch called the Left-Digit Effect: your brain reads numbers from left to right.
“Because of a cognitive glitch called the Left-Digit Effect: your brain reads numbers from left to right.”
Diagram GeeGit: One popular theory even says it stopped cashier theft: the register had to open to give one cent change.
“One popular theory even says it stopped cashier theft: the register had to open to give one cent change.”
Transkrip video (English)

Look at almost any price tag in any store on Earth: nine ninety-nine, nineteen ninety-nine, ninety-nine ninety-nine.

Why are retailers so relentlessly obsessed with that single missing penny?

Because of a cognitive glitch called the Left-Digit Effect: your brain reads numbers from left to right.

Before your eyes even reach the ninety-nine cents, your subconscious instantly anchors to the first digit: nine dollars.

Some retail experiments found that ending a price in nine can lift sales noticeably, sometimes by up to twenty percent.

One popular theory even says it stopped cashier theft: the register had to open to give one cent change.

You know nine ninety-nine is basically ten dollars. But your subconscious will never believe you.

Sumber

  • Thomas & Morwitz (Journal of Consumer Research)
  • Daniel Kahneman

Diagram digambar ulang dan disederhanakan oleh GeeGit. Narasi video: suara AI.

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