Why do gas prices have .9 cents in their price? For Example $2.09.9 @ gallon.?

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Back in the 70s, some firm did research on how people think about prices (2.10 vs. 2.099). Handily, the lower price was preferred. Even with the additional 9, consumers thought they were purchasing gas for $2.09. The 9/10 was simply ignored.

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Also in that study, FYI, they talked to consumers about the image of the 7 in a price ($1.97). Since it differed by 2 cents from the average price, consumers thought 7s meant clearance, which is how we've gotten where we are today, with a 7 traditionally meaning the item is marked down. Walmart uses this practice a lot, to make you think you are getting a great deal, but they use an 8.

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Dollar stores operate on this phenomena. For instance, I have seen lots of things in dollar stores worth less than a dollar, yet all are marked a dollar. People prefer that round number, thinking they are getting deal (it's not $1.09, for instance), yet not really thinking about the value to that product (that it's worth less than the beginning price). Dollar stores make incredible profit because they understand this issue so well.

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Because it sounds better than $2.10 a gallon most people ignore the .009 when that look at the price.

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