The Scan: rounded prices, even if you pay by card?

The channels concerned claim not to make money on rounded prices, which is true since the price is calculated on the total of your items and that this total can also be rounded down (if it ends in a 1 or in a 7 for example).

The real interest for them to continue to bother with prices often just below unity is elsewhereas was well explained to me the neuromarketing specialist whom we went to interview. Arnaud Pete is professor of neuromarketing at UCLille and IHECS, specialist in consumer behavior. He explains the mechanisms at work in our brain:

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