# Prof. Vicki Morwitz on JCPenney's pricing strategy

1 Faculty News April 8, 2013 ![MarketWatch logo](/sites/default/files/styles/246w/public/assets/images/marketwatch%20logo.jpg?itok=pHUVfozf)>

Excerpt from [MarketWatch](http://www.marketwatch.com/story/will-jc-penney-return-to-old-price-tag-tricks-2013-04-10) -- "But using round numbers made J.C. Penney seem less like a discount store à la Target, which sells sports jackets at $49.99 instead of $50, experts say. 'A high-end restaurant will charge $32 for a steak because it makes it seem more luxurious than a steak for $31.99,' says [Vicki G. Morwitz](http://www.stern.nyu.edu/faculty/bio/vicki-morwitz), a professor of marketing at the Stern School of Business at New York University.'"

[Read more](http://www.marketwatch.com/story/will-jc-penney-return-to-old-price-tag-tricks-2013-04-10)