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A price of $2.29 and 9/10ths gives the individual the impression that they are only paying $2.29 per gallon when they are essentially paying $2.30- two insignificantly different prices that nonetheless make a world of difference when a customer is picking a gas station to fuel up at.ou see, pricing gas by the 9/10ths of a cent works a lot like when other stores sell items for prices ending with â.99â³. Shoppers place much greater emphasis on the first number in a price and tend to ignore the least significant digits.
Gas prices that end in 9/10th of a cent are standard practice today â¬ to such an extent that it's now common to see the 9/10th pre-printed on gas price signs..9 Cents Becomes the Standard. By the early 1970s, gas prices had reached 40 cents per gallon. Retailers didn't necessarily need to have price changes in fractions of a cent because a one-cent per gallon adjustment equated to a little more than a 2% change at the pump.