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| | Eastern Economic Journal: $9.99: Can "just-below" pricing be reconciled with rationality? |
 | | Not only is it one of the first topics explained in a principles course, but the entire field of microeconomics is often referred to as "price theory." It is therefore surprising that economists have largely ignored one of the most prevalent pricing practices, the disproportionate use of prices ending in the number nine. |
 | | Even worse, if consumers are fooled into thinking that a price of $5.99 is well below $6, consumer rationality itself appears to be threatened. |
 | | In a world in which information is costly, consumers may interpret price endings as a signal of such things as quality of the product [Whalen, 1980; Bolen, 1982; Alpert, 1971] or whether the product is low priced [Dodds and Munroe, 1985; Simon, 1989; Kotler, 1988; Nagle, 1987; Berman and Evans, 1986]. |
| www.findarticles.com /p/articles/mi_qa3620/is_199604/ai_n8734053 (1476 words) |
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