Snir, Avichai; Levy, Daniel - In: Journal of the Association for Consumer Research 6 (2021) 1 (Forthcoming)
9-ending prices, which comprise between 40%–95% of retail prices, are popular because shoppers perceive them as being … grocery-chain. We find that 9-ending prices are higher than non 9-ending prices, by as much as 18%. Two factors explain why … shoppers believe, mistakenly, that 9-ending prices are low. First, we find that among sale-prices, 9-ending prices are indeed …