Research on consumer behaviour suggests that people perceive nine-ending prices (e.g. $2.99) to be significantly lower than prices one cent higher ($3.00). This is known as the le -digit effect. This effect was replicated in a group of Chinese par cipants residing in Hong Kong where nine-ending prices such as $2.99 do not occur in the local pricing system, sugges ng that familiarity of the pricing format has li le influence on the effect. A novel finding was also reported with the le -digit

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... ct observed in the domain of date percep on. Par cipants rated lastday-ending dates such as 5.31 (represen ng May 31) as significantly earlier than first-day-ending dates such as 6.01 (June 1). Price and date judgements are juxtaposed against one another and discussed in terms of the rounding-up aversion account. Poten al pi alls in consumer behaviour are also highlighted.