| Article ID: | iaor20073227 |
| Country: | United States |
| Volume: | 49 |
| Issue: | 12 |
| Start Page Number: | 1759 |
| End Page Number: | 1760 |
| Publication Date: | Dec 2003 |
| Journal: | Management Science |
| Authors: | Stiving Mark |
| Keywords: | behaviour |
Although the comment provides some additional insight, it in no way diminishes the contribution of the original paper. That paper is the first and only theoretical explanation for why firms behave as though they use round prices to signal quality. Further, the paper provides empirical evidence in support of this explanation.