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The Reason So Many Prices End in .99 为什么商品价格都以”.99”结尾 With chip readers, auto-reload apps, and one-click online purchasing, it's only too easy to buy something without fully registering how much it costs. That said, even if you're not counting out nickels and dimes for the cashier these days, you've probably still noticed how often prices end in .99. 随着芯片阅读器、自动加载APP和一键在线购买的诞生，人们很容易就能买到东西，而不需要完全记录到它的价格。也就是说，即使如今你不用数五分和一角的硬币给收银员，你可能仍会注意到价格经常以”.99”结尾。 Maybe you assumed it had something to do with tax laws, or else it was a leftover practice from decades ago, when things cost less and pennies mattered more. In fact, it's actually a clever psychological tool that tricks your brain into thinking the price of an item is lower. 也许你认为这与税法有关，或者这是几十年前留下的传统，那时东西更便宜，几分钱也显得很重要。事实上，它是一种巧妙的心理工具，让你的大脑认为一件商品的价格更低。 “Because we read from left to right, we pay less attention to the end of the number versus the beginning,” DealNews.com consumer analyst Julie Ramhold told Reader's Digest. So, for example, your mind will interpret $9.99 as $9, though it's obviously much closer to $10. | 
