Research has found that the mere sound of numbers can affect our perception of what is, and is not, a good deal. The effect was more apparent when there was a frame of reference (regular price). Sometimes, the sounds of numbers created false impressions - participants thought a $10 item reduced to $7.66 was a greater discount than $7.22.
Consumers basically attach what a price looks and sounds like to a value (e.g. "This is expensive"). Small sounds often gave the perception of big deals.
Previous discoveries indicate people also associate vowel and consonant sounds with physical size. Front vowels (long a, e, i) and fricatives (English f, z, s) convey smallness, while back vowels (/u/ in goose, foot) indicate largeness.
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