Frame the discount by the bigger number

When to use it

When every discount uses the same frame, for example always '% off', whatever the item costs.

How to run it

Apply the Rule of 100: percent off under $100 ('20% off' beats '$10 off' at $50), dollars off over $100 ('$40 off' beats '20% off' at $200).

Why it works

Raise the perceived value of acting

Buyers compare the number shown, so 20 feels bigger than 10 even when the discount is identical. Jonah Berger's Rule of 100 (Wharton; 'Contagious') sets which frame shows the larger number at each price point.

Source: Jonah Berger, 'Contagious' (Rule of 100)