I think in cases like these, you need to look at what other options the reader has. So yes, if the ebook is $12 and the mass-market paperback has been available for years at $6.99, then the ebook IS priced too high and customers will think the publisher is greedy. Similarly, if a new release by a major best-seller (Dan Brown, Grisham etc.) is $9.99 and so is a new release by a first-time indie author, I'd wager the first time indie author is going to have a tough sell.
I don't know enough about you to say where you fall on the scale, but I do know I have seen a lot of price creep lately from the indie crowd, and $9.99 on, say, Smashwords, just makes me laugh. To me that is a must-have from an author I follow. For an impulse buy from an author new to me, $2.99-4.99 is more my comfort zone.
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