Eric T. Anderson
Marketing scholar and first author of the 2003 paper on field experiments with nine price endings.
Who they are
Eric T. Anderson is first author, with Duncan Simester, of the 2003 paper in Quantitative Marketing and Economics reporting three field experiments on $9 price endings. The Kellogg School of Management research page for the paper links his name to a faculty profile.
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
The paper reports three field experiments in which a retailer varied price endings.
Key ideas
The paper reports that a $9 price ending increased demand in all three experiments, that the effect was stronger for new items than for items sold in prior years, and that it appeared weaker when the retailer used sale cues. The authors suggest nine endings may work best when customers have limited information. 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
- Kellogg School of Management, research listing for the 2003 paper.