Setting prices at a level that creates an illusion amongst customers about the price, or an impression about the value of the product they are purchasing. In the past, psychological pricing has been associated with setting prices just below the whole number eg £2.99, £2.98, £2.95 instead of £3.00. The idea is to make the product seem a lot cheaper, although in reality there is little difference in the prices. Such prices have been used frequently, and often been associated with, bargain or no-frills, economy products. Not surprisingly, setting prices at the whole number ie at £10 instead of £9.99 may help to convey quality. This has proved to be the case in some recent consumer surveys.