Psychological pricing techniques use consumers' psychological characteristics to set prices to influence their purchase decisions, but there is no purpose to “mislead consumers into buying unnecessary products.” These techniques are designed to better meet the psychological needs of consumers, improve the attractiveness and market competitiveness of products, and also help companies achieve reasonable profit goals. The following are some common psychological pricing techniques and their effects： -**Mantissa pricing**: Set a price ending in fractions for the product, such as 9.9 yuan, 199 yuan, etc. Consumers often feel that this price is cheaper than the integer price, although the actual difference may be small. This pricing method takes advantage of consumers' sensitivity to price and the pursuit of affordable psychology. For example, after a product originally priced at 100 yuan is adjusted to 99.9 yuan, consumers may feel that the price is more cost-effective, thereby increasing their willingness to buy. -**Integer pricing**: Integer prices are used, such as 100 yuan, 1000 yuan, etc. This pricing strategy is suitable for some high-end products with a strong sense of quality, conveying the message that the products are of high quality and high value, so that consumers feel that buying such products can reflect their identity and taste. For example, a high-end watch is priced at 5,000 yuan, and integer pricing strengthens its high-end image and attracts consumers who pursue quality and status to buy it. -**Prestige pricing**: Set a higher price based on the brand's reputation and image. Consumers usually believe that high prices represent high quality and uniqueness, and are willing to pay higher prices for well-known brands. For example, the products of some luxury brands are expensive, but they are still sought after by consumers because the reputation of the brand gives the products additional value. -**Solicitation pricing**: Launch some products with particularly low prices to attract customers into the store, hoping that customers will buy low-priced products at the same time, but also buy other normal-priced products. For example, supermarkets launch special eggs to attract customers. When customers buy eggs, they may buy other daily necessities by the way. -**Customary pricing**: For some products that consumers often buy and the price is relatively fixed, the customary price is used. Consumers are more familiar with the prices of such products, and price changes may arouse their disgust. For example, common daily necessities such as salt and toothpaste usually use customary pricing strategies. The use of these psychological pricing techniques by enterprises is based on the understanding of consumer psychology and market laws, and aims to promote product sales through reasonable price strategies to achieve a win-win situation between enterprises and consumers. As long as companies operate in good faith and provide products and services that meet price positioning, so that consumers can obtain value that meets their needs, there is no so-called “misleading purchase” problem.