Economists and advertising analysts note that should a company need to increase the price of a product beyond the threshold price-point, it should only be done in small amounts. If a candy bar originally cost $1.99, then there is apparently little difference in making the new price $2.05 or even $2.25.
Experts in economics and advertising point out that when a company needs to raise its product's price beyond its optimal level, it should only do so gradually. For instance, if a candy bar initially costs $1.99, increasing the price to either $2.05 or $2.25 would likely have little effect.