Josh Zumbrun
speaker
325 appearances
5 recordings
1 series
first heard Dec 2018
last heard Oct 2023
Josh Zumbrun’s voice in public audio — every appearance, attributed to the second.
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Appearances
You know, they're trying to promote a sale or whatever.
But the effect that ends up being the most significant is that whenever retailers raise a price...
they're much more likely to put it in a 99 cent ending to soften the blow.
So if they're raising the price of your coffee, they're gonna raise it from whatever to 9.99.
They're gonna try to get that 99 or that nine cent ending in there to make you feel like it's still a pretty good price.
But when they're lowering a price, they don't necessarily have that same instinct.
They'll put a big sale sign on there and they'll say, you know, two for $18.
Or they'll, you know, sale $8.50, the usual price $8.99.
When they're doing sales, they don't feel as tied to the $0.99 ending as they do when they're doing price increases.
Right.
I mean, that's kind of the association that a lot of people have with it.
And, you know, I think a lot of consumers kind of know, you know, especially when they stop to think about it, they know that $9.99 is the same as $10.
It's just that when you're in the grocery store or another, you know, Target, whatever, and you're buying, you know, 40, 50 different items sometimes, right?
You don't have time to kind of sit there and think, oh, gosh, you know, what did these eggs cost when I bought them two weeks ago?
It's kind of overwhelming to do that.
And so the people who study this see this in all sorts of product categories.
They found it in cheese, crackers, bottle juices, canned soups, detergents, painkillers, cigarettes, toilet paper.
Everything had this phenomenon where actually when it has a 99-cent price ending, that's when it's relatively expensive.
And it was when it had all the other price endings that it was kind of a better-than-average bargain.
It's very old.
Showing 161–180 of 325 · page 9 of 17
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