Least-significant digit actually most significant?

According to a recent article in Science Daily, the “ones” digit in a price has a more profound effect on our perception of a discount than the actual amount of the discount!

The researchers show that “right-digit effect” influences consumer perception of sale prices. When the right digits are small, people perceive the discount to be larger than when the right digits are large. In other words, an item on sale for $211 from the original price of $222 is thought to be a better deal than an item on sale for $188 from an original price of $199, even though both discounts are $11.

When I considered that example, I found that my initial perception did indeed match the effect they reported. Crazy!