price points and rigidity daniel levy bar ilan university levyda mail biu ac il dongwon lee of minnesota dlee csom umn edu haipeng allan chen miami hchen robert j kauffman rkauffman mark bergen mbergen last revision april 15 2006 jel codes e12 e31 l16 d80 m21 m30 key words 9 ending prices rational inattention retail pricing e commerce we are grateful to jurek konieczny the discussant at 2003 central european conference on microeconomic macroeconomy for constructive comments thank participants especially julio rotemberg insightful conversations andrzej baniak marco bonomo alan kackmeister attila ratfai harald stahl christoph weiss jonathan willis alex wolman suggestions gershon alperovich bob barsky leif danziger jacob paroush provided helpful portions this work have been also presented 2004 informs information systems technology in denver international science washington dc 2005 is research symposium maryland statistical challenges amcis doctoral consortium