Tracing the history of left-digit bias research to its origins: Lessons from Ginzberg’s (1936) “Customary Prices”
Two recent influential field studies have endorsed the use of just-below prices by sellers. But Ginzberg's (1936) classic article reached a different conclusion and is worth revisiting.
“It is interesting that a strategy so widely used and accepted by merchants and academicians has so little proof behind it.” - Robert Holloway, 19731.
If we were to make a list of empirical generalizations that pricing practitioners believe in and use confidently, the left-digit bias, which also goes by other names like just below pricing, odd pricing, ch…
