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- Publisher
- Springer Journals
- Copyright
- Copyright © 2003 by Kluwer Academic Publishers
- Subject
- Business and Management; Marketing; Economic Theory/Quantitative Economics/Mathematical Methods; Statistics for Business/Economics/Mathematical Finance/Insurance
- ISSN
- 1570-7156
- eISSN
- 1573-711X
- DOI
- 10.1023/A:1023581927405
- Publisher site
- See Article on Publisher Site
Abstract
Although the use of $9 price endings is widespread amongst US retailers there is little evidence of their effectiveness. In this paper, we present a series of three field-studies in which price endings were experimentally manipulated. The data yield two conclusions. First, use of a $9 price ending increased demand in all three experiments. Second, the increase in demand was stronger for new items than for items that the retailer had sold in previous years. There is also some evidence that $9 price endings are less effective when retailers use “Sale” cues. Together, these results suggest that $9-endings may be more effective when customers have limited information, which may in turn help to explain why retailers do not use $9 price endings on every item.
Journal
QME – Springer Journals
Published: Oct 17, 2004