Duncan Simester
Marketing scholar and second author of the 2003 paper on field experiments with nine price endings.
Who they are
Duncan Simester is second author, with Eric T. Anderson, of the 2003 paper in Quantitative Marketing and Economics reporting three field experiments on $9 price endings.
Key papers
Anderson, E. T., & Simester, D. I. (2003). Effects of $9 price endings on retail sales: Evidence from field experiments. Quantitative Marketing and Economics, 1(1), 93-110. doi:10.1023/A:1023581927405
Key ideas
The paper reports that a $9 price ending raised demand in all three field experiments, with the effect stronger for new items and weaker alongside sale cues. See The Left-Digit Effect.
Sources
- Anderson, E. T., & Simester, D. I. (2003). Effects of $9 price endings on retail sales: Evidence from field experiments. Quantitative Marketing and Economics, 1(1), 93-110. doi:10.1023/A:1023581927405