# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.16. Denomination effect This is the susceptibility to spend more money when it is denominated in small units rather than large units. So, for example, we can be persuaded to spend more in coins rather than notes. A manipulator uses this tendency to price in small amounts and delivery quantities to create the impression of cheapness. For example, strawberries may be priced at €0.99 for a 200g pack rather than in €4.95 for a 1kg tray. The customer needs 1kg and so will probably buy 5 packs, because, after all "they are only €0.99 each".