5. Fractions

Let’s do the math - $9.99 is closer to $10 than to $9. However, if you see a product on the rack, your brain will remember only the first digit. I wonder if that has anything to do with the fact that the numbers after the comma are always tiny comparing to the first one? Anyways, get 5 of those $X.99 products and you’ve managed to spend 5 bucks without even realizing what has just happened.

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