Memorial Drive, E56-305, Cambridge, MA 02142 E-mail: simester@mit.edu 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…
Words 6949 - Pages 28