Round, just-below (e.g., 9.99), and precise (e.g., 9.87) prices are widespread in consumer markets, yet evidence on their psychological effects remains inconclusive, at times even contradictory, and heavily concentrated on the contrast between just-below and round prices. Recent work further shows that these price endings differ systematically in their prevalence across countries, underscoring the need to understand the consumer-level mechanisms that may make them effective in the first place. A