Levy, Daniel; Snir, Avichai; Gotler, Alex; Chen, … - In: Journal of Monetary Economics (2020) forthcoming
We document an asymmetry in the rigidity of 9-ending prices relative to non-9-ending prices. Consumers have difficulty noticing higher prices if they are 9-ending, or noticing price-increases if the new prices are 9-ending, because 9-endings are used as a signal for low prices. Price setters...