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Ending prices with “.99” can backfire on sellers

November 20, 2021

Ending prices with “.99” can backfire on sellers

Ending prices with “.99” can backfire on sellers

DSC researchers Junha Kim, Selin Malkoc, and Joseph Goodman find that ending prices with “.99” can backfire on sellers. It makes consumers less likely to choose pricey upgrades. Their research was published in the Journal of Consumer Research. Click here for more information.