271 Section 10.2 Price Copyright Goodheart-Willcox Co., Inc. Prestige Pricing Prestige pricing is setting prices high to convey quality and status. Customers see a higher price and think the product is better than lower-priced competing products. High-end fashion designers and car manufacturers often use prestige pricing. Odd Pricing Odd pricing sets the sale price so it ends in an odd number, most often 5 or 9. The psychology behind this technique is that $9.95 sounds less than $10.00, even though it is only a five-cent difference. Odd pricing conveys value. Even Pricing Even pricing sets the sale price so it ends in an even number, most often 0. Prices might be set at $40, $100, or $14,000. Customers see the even number and think the product is better than one priced for value. Even pricing conveys quality. 1000 Words/Shutterstock.com Prestige pricing conveys a high-end image to the customer.