ABSTRACT
Half a century ago, the literature on pricing topics included several terms used as synonyms, respectively ‘odd prices’, ‘just-below prices’, ‘magic prices’, ‘charm prices’, ‘irrational prices’, ‘intuitive prices’, ‘rule-of-thumb prices’ and ‘psychological prices’. There was no formally accepted definition of these terms and of the content of such strategies. In essence, ‘odd pricing’ consisted in setting prices justbelow an even denomination. The usual examples were the prices ending in ‘9’, ‘.99’ or ‘.95’.
