The psychology of a $4.99 price tag might influence who undergoes heart surgery

Why does a $4.99 price tag seem more attractive than $5? The "4" on the left implies cheaper than “5,” even though the cost is essentially identical. That bias might explain the findings of a new study: Individuals who had recently had heart attacks and were just shy of their 80th birthday were more likely to get bypass surgery than those with similar symptoms but who had crossed their 80th birthday. The chances that the risks of a medical procedure outweigh its benefits increase with age, but researchers say the arbitrary fixation on 79 vs. 80 is unwise. “Studies like this are really to show physicians, ‘Here’s a common mistake or error that people make,’” Andrew Olenski, a Columbia University grad student and study author, tells STAT.