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Marketing scientists Robert Blattberg and Kenneth Wisniewski used supermarket scanner data to conduct one of the first studies of the effect of prices that end with a nine. For example, they found in their 1987 research that when the price of margarine were lowered to 71 cents from 89 cents, sales rose by 65 percent. But when the price was lowered to 69 cents, sales rose by 222 percent. They estimated that knocking a penny off a price so that it ends in a nine will increase sales by at least 10 percent. (Cite: Blattberg, R. and Wisniewski, J. "How Retail Price Promotions Work: Empirical Results," Working Paper 43, University of Chicago.)