When we look at the price of something - a jumper, a coffee, or a concert ticket, we rarely think twice about how that number came to be. We often assume it is nothing more than a simple reflection of the cost, perhaps with a small profit margin for the firm. Yet behind each number lies a carefully constructed psychological strategy, crafted not only to influence the way we perceive value and guide the choices we make, but also to maximise profit for the business. Every £4.99