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Price Points and Price Rigidity

  • Daniel Levy

    (Bar-Ilan University, Emory University and RCEA)

  • Dongwon Lee

    (Korea University)

  • Haipeng (Allan) Chen

    (Texas A&M University)

  • Robert J. Kauffman

    (Singapore Management University)

  • Mark Bergen

    (University of Minnesota)

We study the link between price points and price rigidity using two data sets: weekly scanner data and Internet data. We find that “9” is the most frequent ending for the penny, dime, dollar, and ten-dollar digits; the most common price changes are those that keep the price endings at “9”; 9-ending prices are less likely to change than non-9-ending prices; and the average size of price change is larger for 9-ending than non-9-ending prices. We conclude that 9-ending contributes to price rigidity from penny to dollar digits and across a wide range of product categories, retail formats, and retailers. © 2011 The President and Fellows of Harvard College and the Massachusetts Institute of Technology.

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Article provided by MIT Press in its journal Review of Economics and Statistics.

Volume (Year): 93 (2011)
Issue (Month): 4 (November)
Pages: 1417-1431

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Handle: RePEc:tpr:restat:v:93:y:2011:i:4:p:1417-1431
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