# $19.99

**URL:** <https://boards.straightdope.com/t/19-99/49402>\
**Category:** Factual Questions\
**Created:** [January 10, 2001, 9:04pm UTC](https://boards.straightdope.com/t/19-99/49402 "2001-01-10T21:04:21Z")\
**Posts on this page:** 4\
**Page:** 1

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**Author:** ![cb105](https://avatars.discourse-cdn.com/v4/letter/c/82dd89/32.png) [@cb105](https://boards.straightdope.com/u/cb105)\
**Post date:** [January 10, 2001, 9:04pm UTC](https://boards.straightdope.com/t/19-99/49402/1 "2001-01-10T21:04:21Z")

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Why does almost everything advertised on TV cost $19.99 or $19.95? But wait, don’t answer yet! Why do they always think that we will think it’s cheaper if we pay in installments?

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**Author:** ![Yarster](https://avatars.discourse-cdn.com/v4/letter/y/7c8e57/32.png) [@Yarster](https://boards.straightdope.com/u/Yarster)\
**Post date:** [January 10, 2001, 9:16pm UTC](https://boards.straightdope.com/t/19-99/49402/2 "2001-01-10T21:16:35Z")

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If you look in the archives, you’ll see this questions has been answered numerous times. That said, the answer is essentially that market research over the years has shown that some psychological barrier comes up at $20.00 where you believe it is expensive and have to consider it’s true value (as opposed to buying the item on impulse). Prices ending in $0.99 or $0.95 also seem cheaper and installments let you put off paying just like if you buy on a credit card. It makes it seem cheaper than it really is.

And welcome to the Straight Dope!

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**Author:** ![Arjuna34](https://avatars.discourse-cdn.com/v4/letter/a/eb8c5e/32.png) [@Arjuna34](https://boards.straightdope.com/u/Arjuna34)\
**Post date:** [January 10, 2001, 9:40pm UTC](https://boards.straightdope.com/t/19-99/49402/3 "2001-01-10T21:40:03Z")

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In fact, Cecil himself has addressed it:  
[url=http://www.straightdope.com/classics/a3\_166.html"Why do prices end in .99?"

Arjuna34

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**Author:** ![Arjuna34](https://avatars.discourse-cdn.com/v4/letter/a/eb8c5e/32.png) [@Arjuna34](https://boards.straightdope.com/u/Arjuna34)\
**Post date:** [January 10, 2001, 9:44pm UTC](https://boards.straightdope.com/t/19-99/49402/4 "2001-01-10T21:44:24Z")

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Um, make that

[Why do prices end in .99?](http://www.straightdope.com/classics/a3_166.html)

Arjuna34