When Pennies Matter

Robert M. Schindler is Professor of Marketing at Rutgers University in Camden, New Jersey. He has researched consumer perception, attitude, and motivation. His papers have appeared in publications such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Journal of Advertising, and Journal of Consumer Psychology. A focus of his interest has been pricing-related topics, such as the effects of 9-ending prices and price promotions, and he has written the textbook Pricing Strategies: Harvesting Product Value, 2nd edition (Sage Publications, 2023). He has been ranked among the most published researchers in the area of pricing and has received the Lifetime Achievement Award from the Fordham University Pricing Center. Professor Schindler received a B.A. in biochemistry and psychology from the University of Pennsylvania and an M.S. and Ph.D. in cognitive psychology from the University of Massachusetts. He has been teaching courses in marketing, consumer behavior, and pricing at Rutgers-Camden since 1989. He is a recipient of the Chancellor’s Award for Teaching Excellence and the Rutgers University Scholar-Teacher Award.