Pricing that considers the psychology of prices and not simply the economics, such as pricing an item at $19.99 instead of $20.00, is called:

Explanation

* Psychological Pricing uses numerical cues (odd pricing like .99) to make prices appear significantly lower to prospective consumers.
* Value-based prices on perceived benefits; Cost-plus adds markup; Target profit prices for specific ROI targets.
* Consumers tend to process prices from left to right, making $19.99 feel closer to $19 than to $20.