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Example of psychological pricing at a gas station. Psychological pricing (also price ending or charm pricing) is a pricing and marketing strategy based on the theory that certain prices have a psychological impact.
The film mainly focuses on Dave Peck, who is unemployed but prefers the search for the meaning of life to the search for gainful employment. While looking in a magazine, Dave finds an advertisement for a book that will tell him the meaning of life "for the low price of $9.99."