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Psychological pricing (also price ending or charm pricing) is a pricing and marketing strategy based on the theory that certain prices have a psychological impact. In this pricing method, retail prices are often expressed as just-below numbers: numbers that are just a little less than a round number, e.g. $19.99 or £2.98. [ 1]
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United Rentals, Inc ( NYSE : URI) is an American equipment rental company, with about 16 percent of the North American market share as of 2022. [ 5] It owns the largest rental fleet in the world with approximately 4,700 classes of equipment totaling about $19.3 billion in original equipment cost (OEC) as of 2022. [ 3]
Psychological pricing is a range of tactics designed to have a positive psychological impact. Price tags using the terminal digit "9", ($9.99, $19.99 or $199.99) can be used to signal price points and bring an item in at just under the consumer's reservation price. Psychological pricing is widely used in a variety of retail settings. [39]
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