Munich Personal RePEc Archive

End of 9-Endings and Price Perceptions

Chen, Haipeng (Allan) and Levy, Daniel and Snir, Avichai (2017): End of 9-Endings and Price Perceptions.

[img]
Preview
PDF
MPRA_paper_76342.pdf

Download (139kB) | Preview

Abstract

We take advantage of a natural experiment to document an emergence of a new price ending that has the same effects as 9-endings. In January 2014, the Israeli parliament has passed a law prohibiting the use of non 0-ending prices. We find that one year after 9-ending prices have disappeared, 90-ending prices acquired the same status as 9-ending prices had before the law was passed. 90-ending prices became the new psychological price points. The retailers and the shoppers both reacted to the regulatory intervention optimally, which has eliminated the regulation’s intended effect.

UB_LMU-Logo
MPRA is a RePEc service hosted by
the Munich University Library in Germany.