All plays
When to use it
When prices end in round numbers ($40, $500) and the brand isn't deliberately positioned as luxury.
How to run it
Test 9-ending prices ($39, $499) against the round versions, and even against a slightly lower price, before assuming cheaper wins.
Why it works
Raise the perceived value of acting
A 9-ending price can outsell a lower one, except for luxury brands, where round prices signal quality. In the Anderson & Simester (MIT/Chicago) field experiments, a $39 dress outsold the identical dress at both $44 and $34.
Source: Anderson & Simester field study; Gumroad data
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