Why So Many Prices End with “9”


If you go to Apple’s online iTunes music store, one fact stands out: All individual copy-protected songs sell for $.99.1 Why $.99 and not $1? Does Apple really believe it is fooling online music shoppers into thinking that $.99 is a far lower price than $1, or is Apple taking advantage of shoppers who read $.99 as, say, $.90 (or even $.09)? If you buy an artist’s album at iTunes, the price varies with the popularity of the artist, the number of songs on the album, as well as the album’s age, but always has $.99 tacked onto the end of the price—say, $9.99, $12.99, and $14.99.


Decision Rule Marketing Scholar Market Researcher Store Clerk Digit Placement 
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© Springer-Verlag Berlin Heidelberg 2008

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