Q. Why is it that gasoline (and many other fuels, I think) are priced with a dollar and cents amount, plus 9/10ths of a cent. I know this practice has been around almost forever, but when and why did it start? Who do they think they are fooling?
A. The reason those who tax use the .9 pricing is the same reason those who sell do: So it looks like a better deal, says Tom O’Guinn, executive director of the Center for Brand and Product Management.
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