Purpose – To investigate the area of price endings to determine which groups of consumers are more likely to use odd-endings as opposed to round-endings. Design/methodology/approach – A questionnaire was developed that tested respondents' use of odd-endings as opposed to round-endings...

Across many real-world domains, men engage in more risky behaviors than do women. To examine some of the beliefs and preferences that underlie this difference, 657 participants assessed their likelihood of engaging in various risky activities relating to four different domains (gambling, health,...

Surveys suggest that around 64% of retail shelf prices end in 9: The preponderance of 9-ending prices is not a new phenomenon and has been the subject of much comment and discussion over the past 70 years. Despite this broad interest, very few empirically based studies have been conducted in...