In the Eye of the Beholder: The Interplay of Numeracy and Fluency in Consumer Response to 99-Ending Prices

Across three laboratory studies, a biometric eye tracking and facial recognition experiment, and a secondary data analysis, we reveal the unique interaction of consumer numeracy and numerical processing fluency as a significant determinant of consumer response to 99-ending prices. We argue that less numerate individuals create mental analog representations around 99-ending prices’ left digits, whereas highly numerate individuals encode 99-ending...