For many customers, price is one of the most important factors of the decision-making process when choosing a product or service. The first price that a customer sees on your website is the one that will affect his or her purchasing decisions in the future. As such, a product is never truly "cheap" or "expensive", it’s all relative.
There are two simple design techniques to take advantage of this bias.
First, present your most popular/new items followed by discounted items. This will make the discounted items more appealing while avoiding ‘de-valuing’ the full-price items.
Second, present multiple price points in descending rather than ascending order. This will make the second most expensive product seem like a bargain!