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more to the point, does .99 still work on anyone? I understand that "round number" signals "classy" while "odd number" signals "cheap" but does that signal change behavior?

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Yeah sadly it does. And it works on products of all price ranges especially at critical price points, the lowest of which is $.99. But it works just as well at $199 ... or $189. A computer for $999 for some reason seems like a much better deal than the same computer for $1010 but in reality represents a difference of 1% which is still much less than the tax you're going to pay on the machine.

Check out the current king of selling "classy" computers and whatnot http://store.apple.com/us their site is crawling with this peculiar aspect of human psychology.

Given the number of times I've referred to a $3.99 price tag as "four dollars" and then had the person I was talking to correct me and say it really only costs three dollars, I suspect that it really does work.

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