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99: are retailers best responding to rational consumers? Experimental evidence

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  • Bradley J. Ruffle

    (Department of Economics, Ben-Gurion University, P.O.B. 653, Beer Sheva 84105, Israel)

  • Ze'ev Shtudiner

    (Department of Economics, Ben-Gurion University, P.O.B. 653, Beer Sheva 84105, Israel)

Abstract

There exist numerous theories that attempt to explain the ubiquitous 99-cent price ending. Most of these theories either do not hold up to inspection or posit irrational consumers who serve as a money pump for firms. We offer an experimental test of Basu's (Econ. Lett. 1997; 54:41-44) rational expectations equilibrium model in which consumers are fully rational. We find partial support for Basu's model. Convergence to the 99-cent equilibrium is faster and more widespread when firms are able to observe the previous pricing decisions of others. By imitating the optimal 99-cent price endings of rational firms, less rational firms display an 'as if' rationality. Copyright © 2006 John Wiley & Sons, Ltd.

Suggested Citation

  • Bradley J. Ruffle & Ze'ev Shtudiner, 2006. "99: are retailers best responding to rational consumers? Experimental evidence," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 27(6), pages 459-475.
    • Handle: RePEc:wly:mgtdec:v:27:y:2006:i:6:p:459-475
    DOI: 10.1002/mde.1282
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    References listed on IDEAS

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    1. Selten, Reinhard & Stoecker, Rolf, 1986. "End behavior in sequences of finite Prisoner's Dilemma supergames A learning theory approach," Journal of Economic Behavior & Organization, Elsevier, vol. 7(1), pages 47-70, March.
    2. Mark Isaac, R. & McCue, Kenneth F. & Plott, Charles R., 1985. "Public goods provision in an experimental environment," Journal of Public Economics, Elsevier, vol. 26(1), pages 51-74, February.
    3. Eric Anderson & Duncan Simester, 2003. "Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments," Quantitative Marketing and Economics (QME), Springer, vol. 1(1), pages 93-110, March.
    4. Charles N. Noussair & Charles R. Plott & Raymond G. Riezman, 2013. "An Experimental Investigation of the Patterns of International Trade," World Scientific Book Chapters, in: Raymond Riezman (ed.), International Trade Agreements and Political Economy, chapter 17, pages 299-328, World Scientific Publishing Co. Pte. Ltd..
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    Cited by:

    1. Levy, Daniel & Lee, Dongwon & Chen, Haipeng (Allan) & Kauffman, Robert J. & Bergen, Mark, 2011. "Price Points and Price Rigidity," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 93(4), pages 1417-1431.
    2. Snir, Avichai & Levy, Daniel, 2021. "If You Think 9-Ending Prices Are Low, Think Again," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1 (Forthc).
    3. Snir, Avichai & Chen, Haipeng (Allan) & Levy, Daniel, 2022. "Zero-Ending Prices, Cognitive Convenience, and Price Rigidity," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 203, pages 519-542.
    4. Basu, Kaushik, 2004. "Consumer Cognition and Pricing in the 9's in Oligopolistic Markets," Working Papers 04-04, Cornell University, Center for Analytic Economics.
    5. Levy, Daniel & Snir, Avichai & Gotler, Alex & Chen, Haipeng (Allan), 2020. "Not all price endings are created equal: Price points and asymmetric price rigidity," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, issue forthcomi.
    6. Doron Sayag & Avichai Snir & Daniel Levy, 2024. "Price Setting Rules, Rounding Tax, and Inattention Penalty," Papers 2411.13427, arXiv.org.
    7. Marcu, Emanuel & Noussair, Charles, 2018. "Sequential Search with a Price Freeze Option - Theory and Experimental Evidence," Discussion Paper 2018-029, Tilburg University, Center for Economic Research.
    8. Kaushik Basu, 2006. "Consumer Cognition and Pricing in the Nines in Oligopolistic Markets," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(1), pages 125-141, March.
    9. repec:rim:rimwps:04-07 is not listed on IDEAS

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