In the West, many of us have an aversion to the number 13 — it's bad luck, we think, and the sight of it can put us off. So marketers tend to avoid it. Superstitions are not unique to the U.S., of course; every culture is full of them. The problem, especially for companies looking to crack a new market, is that the "bad" numbers — i.e. the numbers to avoid at all costs — aren't usually shared from one culture to the next. Nine, for example, is bad luck in Japan. If a U.S. firm priced a product at $9.99 for the Japanese market, a very common price stateside, it may run into trouble. It pays to do your research before you set a price point.
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