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I doubt it works on me. I have bought smaller items due to doing the per unit price in my head (don't trust what they put there and two often then apples and organges the units) or completely not bought something or bought some alternative (potatoes instead of bread or rice instead of potatoes).
It's the three strategies of pricing:
Doesn't it have its roots in forcing clerks to give change and recording the sale (rather than pocketing the money)?
Wasn't that originally to sell newspaper?
I thought it was a trick by sign writers who charge by the letter.