We're not the smartest bunch, you and I. As consumers, we tend to gravitate towards specific selling angles, even if we haven't completely thought them out.

For example, I've often been in Target and other "Big Box" stores and found some kind of item — let's say t-shirts — "bargain priced" at three for $20. If you look at the tag, however, you may find that each shirt is individually priced at $7.50. If you buy three, you're only saving $2.50. But it sounds good. "3 for $20" just sounds like the original price of the shirts has been drastically rounded down.

In the current economy, retailers are finding that consumers are reacting more to the percentage of the discount than the actual price. They want to know exactly what they are saving.

For example, you might be running a promotion right now, selling an item at $14.99 that regularly sells for $49.99. You might even have big signs proclaiming this deep discount to your customers. The funny thing is, it seems they'd be more likely to make a purchase if you simply told them the item was "70% OFF!!!"

Perhaps our collective math skills ain't so good, or maybe seeing the percent off better prepares us for the inevitable conversation with our better half. ("But honey, it was seventy percent off!") Either way, it's an interesting finding. Read more about it in the New York Times here.

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