Department of Business Administration2024-11-0920220969-698910.1016/j.jretconser.2022.1029122-s2.0-85122637862http://dx.doi.org/10.1016/j.jretconser.2022.102912https://hdl.handle.net/20.500.14288/11145Although extant literature confirms the efficacy of 9-endings, how consumers perceive multi-digit prices with repeating identical ending digits such as $1999 is less clear. Research indicates that consumers tend to truncate 9-ending prices and associate them with discounts. Five experiments demonstrate, however, that consumers are likely to perceive multi-digit prices with 1-endings (e.g., $2111) as being more on a discount than prices with 9 endings (e.g., $1999). Moreover, a year-long field study shows that 1-ending (vs. 9-ending) prices receive more click-through rates when presented in online ads. These novel findings inform retailers on how they can generate higher discount perceptions by using 1-endings rather than 9-endings in multi-digit prices.BusinessJournal Article1873-13847878886000131411