Why do gas prices end in 9/10 of a cent? Is there some meaningful calculation or just that it "sounds less?"

It's hard to believe that a meaningful calculation would result in a number ending in 9/10 every single time, but it's equally hard to believe that every oil company in America subscribes to the old advertising nonsense that $3.49 and 9/10 "sounds less than" $3.50. As consumers we simply ignore the 9/10 anyway when comparing prices.

Answer:
It is just a marketing technique that doesn't work with me. I always round it up, but according to surveys and polls (not too reliable) it is supposed to be effective. 2.99 and 9/10 is 3.00 in my mind.
My bro worked for a dept store for 15 years..I asked him this same question once..One of the marketing tactics that seem to work on people are..You go into a store and see something 19.99 or 34.99 your brain tells you your saving money instead of looking at something at 20.00 or 35.00..Its only 1 cent but it works.

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