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We assess the role of cognitive convenience in the popularity and rigidity of0 ending prices in convenience settings. Studies show that 0 ending prices arecommon at convenience stores because of the transaction convenience that 0ending prices offer. Using a large store level retail CPI data, we find that 0ending prices are popular and rigid at convenience stores even when they offerlittle transaction convenience. We corroborate these findings with two largeretail scanner price datasets from Dominicks and Nielsen. In the Dominicksdata, we find that there are more 0 endings in the prices of the items in thefront end candies category than in any other category, even though these priceshave no effect on the convenience of the consumers check out transaction. Inaddition, in both Dominicks and Nielsens datasets, we find that 0 ending priceshave a positive effect on demand. Ruling out consumer antagonism and retailersuse of heuristics in pricing, we conclude that 0 ending prices are popular andrigid, and that they increase demand at convenience settings, not only fortheir transaction convenience, but also for the cognitive convenience theyoffer.

Zero-Ending Prices, Cognitive Convenience, and Price Rigidity