I am curious why. When I see the .99 style pricing I immediately round it to the closest number that makes sense to me. Also unless I am buying large quantity I do not really care whether it is $9 or $10
I do this too (the rare times I'm at a place that does this) but that doesn't mean there's no adverse consequences. I would be interested if the effect still shows for people who consciously round up.
My assumption is that _most_ people anchor to the $9 in $9.99 and don't mentally round to $10. Me, I mentally round up and appreciate companies that use nice round numbers.