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When is a 9-ending Price Perceived Lower Than a 0-ending Price? The Moderating Role of Price Consciousness
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
When is a 9-ending Price Perceived Lower Than a 0-ending Price? The Moderating Role of Price Consciousness
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| Creator |
Chang, Hsiu-Hui
Chen, Fang-Ping |
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| Description |
Prior research suggests that 9-ending prices may lead one to underestimate the magnitude of such prices for consumers. In particular, 9-ending prices would be perceived substantially lower than 0-ending prices, which are actually just a little higher (e.g., $199 vs. $200). Research indicates, however, that the underestimation effect of 9-ending prices is context-dependent. This study examines the effect of the left-most digit, distances between the target price and the reference price, price length, and, especially, price consciousness on the perceptual underestimation of a 9-ending price through three experiments. Results show that a 9-ending price is perceived lower than a 0-ending price (1) when the left-most digit changes, (2) when the target price is close to the comparison standard price, and (3) when the price is a three-digit or a five-digit number. The perceptual underestimation of the 9-ending price diminishes, however, in high price-conscious consumers.
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| Publisher |
International Business Academics Consortium
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| Date |
2015-11-14
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://ijbi.org/ijbi/article/view/89
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| Source |
International Journal of Business and Information; Vol 9 No 1 (2014)
2520-0151 1728-8673 |
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| Language |
eng
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| Relation |
https://ijbi.org/ijbi/article/view/89/95
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| Rights |
Copyright (c) 2015 International Journal of Business and Information
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