This research addresses the persuasive effect of 99-ending prices and carries out a choice-based conjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristic process either consciously — they consider a 99-ending as a signal for a “good deal”— or...

This paper examines the impact of sociodemographic variables (age, income, and occupation) on price memory. We argue that these variables may exert opposing effects on ability and motivation to process price information, explaining why prior literature has found inconclusive effects of...