Before revision: The psychological pricing theory is based on one or more of the following hypotheses: Thomas and Morwitz (2005) coined the term " left-digit effect " and suggested that this bias is caused by the use of an anchoring heuristic in multi-digit comparisons.
After revision: The psychological pricing theory is based on one or more of the following hypotheses: Thomas and Morwitz (2005) coined the term left-digit effect and suggested that this bias is caused by the use of an anchoring heuristic in multi-digit comparisons.