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Open side menu button. Smarter Living. The big psychology of dropping a tiny penny. By Alex Palmer October 2, Alex is a writer and expert excavator of fascinating facts.
Read more. Read This Next. Latest News. This may be your best bet for spotting it early. For instance, the clothing stores J. Crew and Ralph Lauren typically price regular merchandise in whole dollar amounts and stick cent endings on discounted items. These retailers purposely avoid ending their regular prices in. By contrast, stores attempting to project an image of selling underpriced goods will make it a point to end all their items' tags regularly priced and discounted alike in.
The power of "9" isn't restricted to the cents column, as Anderson and Simester illustrated by asking a national clothing catalog to increase the price of one of its dresses.
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