It may seem unusual, or even unnecessary, but there is a long history — and a subtle marketing strategy — behind gas prices ending in 9/10 of a cent.
As gas prices continue to rise, drivers are angrily glaring up at pump price boards each time they fill up their tanks.
People are also reading… Fractional prices first appeared in the early 20th century as states began implementing sales taxes on gas to help build and maintain highways. By the 1950s, as the interstate highway system developed and gas stations began advertising their prices on big boards, most stations had moved to ending prices in 9/10 of cent, rather than a smaller fraction. This was a way to maximize sales, said Jacobson.
Many station owners would prefer their prices to be just a tenth of a cent below an even dollar amount, instead 9/10 of a cent above.
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