How much is a dollar difference?A lot more than a dollar, according to research that concluded that Americans pay an average $33 more on auto loans, after analyzing a data set of 35m such loans. People perceive the difference between prices that end in 9 and one number higher that ends in 0 as being more different that just one dollar. This is especially true with numbers ending in 99 and 00. *An Empirical Bargaining Model with Left-Digit Bias: A Study on Auto Loan Monthly Payments. Zhenling Jiang#Marketing #Psychology