Whether in brick-and-mortar retail or online stores, pricing plays a significant role in selling all kinds of items. Under the generic term "price psychology", one quickly comes across the concept of 9s prices, or Just Below prices. An example of such prices is 6,99€. The cent amount of a price ends, as with the "crooked prices", thus with a "9" and thus often ensures that the customer perceives the price more favourably, but often also with inferior quality than with smooth prices (e.g. 7.00€).