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 low. We study whether this belief is justified using scanner price-data with over 98-million observations from a large US grocery-chain. We find that 9-ending prices are higher...