Influence of price endings on price recall: A by-digit analysis

Robert M. Schindler, Rajesh Chandrashekaran

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


Although it has been proposed that recall processes play a role in the retail sales effects of 9-ending pricing, substantial effects of price endings on the level of recalled prices has not been demonstrated. With an improved testing procedure, it is found that the level of a set of prices with low ending digits (such as 1 or 2 in the dollars place) is more likely to be overestimated in recall than the level of equivalent sets of prices with high ending digits (such as 6, 7, or 9 in the dollars place). The results of the study support the role of left-to-right processing of price information and point out some consequences for retailers of the use of low numbers in price-ending digits.

Original languageEnglish (US)
Pages (from-to)514-524
Number of pages11
JournalJournal of Product and Brand Management
Issue number7
StatePublished - Dec 1 2004

All Science Journal Classification (ASJC) codes

  • Marketing
  • Management of Technology and Innovation


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