Prices ending in“9 common pricing strategy a assumes that consumer will underestimate true price experiment designed to test this assumption: actually consumers do not underestimate the 9-ending price but rather overestimate the price of goods that do not end in 9 11-411-4 Prices ending in “9” ƒ common pricing strategy common pricing strategy ƒ assumes that consumer will assumes that consumer will underestimate true price underestimate true price ƒ experiment designed to test this experiment designed to test this assumption: assumption: ƒ actually consumers do not underestimate the actually consumers do not underestimate the 9 -ending price but rather overestimate the ending price but rather overestimate the price of goods that do not end in 9 price of goods that do not end in 9