1. Not all price endings are created equal: Price points and asymmetric price rigidity
- Author
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Daniel Levy, Alex Gotler, Haipeng (Allan) Chen, and Avichai Snir
- Subjects
jel:D80 ,Inflation ,Regular/Sale Prices ,Economics and Econometrics ,Price Points, Price Recall, Sticky Prices, Rigid Prices, Price Adjustment, 9-Ending Prices, Psychological Prices ,9-Ending Prices ,Financial economics ,Psychological pricing ,media_common.quotation_subject ,Mid price ,Rigidity (psychology) ,Monetary economics ,Post-Keynesian economics ,jel:D03 ,C93 ,Price Points ,Mark to model ,Sticky/Rigid Prices ,C91 ,0502 economics and business ,ddc:330 ,Economics ,Price level ,Price Points,Price Recall,Sticky Prices,Rigid Prices,Price Rigidity,Price Adjustment,9-Ending Prices,Psychological Prices,Asymmetric Price Adjustment ,050207 economics ,E31 ,Psychological Prices ,050205 econometrics ,media_common ,jel:C93 ,jel:C91 ,Keynesian economics ,M31 ,Factor price ,05 social sciences ,Asymmetric Price Adjustment ,jel:E31 ,L16 ,Deflation ,Price controls ,Reservation price ,jel:M31 ,jel:L16 ,D80 ,Price Recall ,Sticky Prices ,Rigid Prices ,Price Adjustment ,Limit price ,Finance - Abstract
Using data from three sources (a laboratory experiment, a field study, and a large US supermarket chain), we document a surprising asymmetric behavior of 9-ending prices: they are more rigid upward, but not downward, in comparison to non 9-ending prices. The data from the lab experiment and the field study suggest that shoppers are less likely to notice higher prices when they end with 9, or price increases when the new prices end with 9, in comparison to other endings. The consumers' misperception seems to be caused by their use of 9-endings as a signal for low prices, which interferes with price information processing. The supermarket data suggest that retail price setters respond strategically to the consumer misperception by setting 9-ending prices more often after price increases than after price decreases. 9-ending prices, therefore, usually increase only if the new prices are also 9-ending. Consequently, 9-ending prices exhibit asymmetric rigidity: they are more rigid than non 9-ending prices upward but not downward.
- Published
- 2020