Effects of odd pricing on price recall

Robert M. Schindler, Alan R. Wiman

Research output: Contribution to journalArticlepeer-review

92 Scopus citations


Odd pricing is the ubiquitous practice of expressing a price so that it falls just below a round number. In this study, subjects were presented with a set of prices and were asked to recall those prices 2 days later. It was found that odd-ending prices are less likely than even-ending prices to be recalled accurately and that expressing a price as an odd-ending price increases the likelihood that it will be underestimated when it is recalled.

Original languageEnglish (US)
Pages (from-to)165-177
Number of pages13
JournalJournal of Business Research
Issue number3
StatePublished - Nov 1989

All Science Journal Classification (ASJC) codes

  • Marketing


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