No Currency Symbol

Description

Display prices almost always use a currency symbol, such as £, ¥, $, etc. Try omitting, this, just showing the number.

The strongest way to indicate price without a currency symbol is to include two places after the decimal point. This is usually better than just displaying a single whole number without the decimal point.

Discussion

Currency symbols remind people that money is involved and can put them off, perhaps at an unconscious level. When a person is uncertain about buying, even such a small thing can nudge them in the wrong direction.

While we expect a currency symbol, it is not strictly necessary as the price-tag context makes the number obvious. The decimal and two digits after this again help significantly.

Yang et al (2009), in a study of restaurant pricing, found that 'Contrary to expectations, guests given the numeral-only menu spent significantly more than those who received a menu with prices showing a dollar sign or those whose menus had prices written out in words'. Furthermore, they noted that, 'Psychological theory, by contrast, predicted that the scripted format would draw higher sales'.

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No Currency Symbol

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Site Menu

Quick links

Disciplines

Techniques

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Explanations

Theories

And