a bargain but what if it was never that expensive in the first place it's a well known pricing trick say i want to buy a new bike and then i'm willing to spend five hundred euros that's my so-called anchor price then i go to the shop and find a bike i like but it costs six hundred fifty euros which is way too much but what if the price takes a is it original cost seven hundred fifty and us now on special offer i can save one hundred euros. the notional seven hundred fifty euros then becomes the new anchor price for me the shop or i'm getting the bike for less i feel like a winner than there is a so-called charm pricing ninety nine cents feels way more appealing than one whole year or that's why a price is so often ended nine or ninety nine rather than round numbers by the way