Levy, Daniel C.; Snir, Avichai; Gotler, Alex; Chen, Haipeng - 2019 - Last revision: January 3, 2019
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...