How right digits affect perception of discounts

Science Daily reports that "the amount of the discount may be less important than the numerical value of the farthest right digit... 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." Link (Via ComDig)