The Fluency of Consumer Incidental Emotion on Nine-Ending Prices

Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Yin-Hui Cheng, National Taichung University of Education, Taiwan
Chia-Jung Chang, National Chung Cheng University, Taiwan
Molly Chien-Jung Huang, National Chung Cheng University, Taiwan
Building on the theory of processing fluency, this article investigates the robustness of incidental emotion on the nine-ending effect under a mediating role of processing fluency. Studies 1a, 1b, and 2 demonstrate that consumers who feel happy have a higher purchase intention with respect to nine-ending than zero-ending prices than have consumers who feel sad. Study 3 proved that the differences of quantitative estimations for individuals in the certain emotion condition induced high processing fluency are greater than in uncertain emotion condition induced low processing fluency, when people have positive emotions, compared to those who have negative emotions.
[ to cite ]:
Shih-Chieh Chuang, Yin-Hui Cheng, Chia-Jung Chang, and Molly Chien-Jung Huang (2011) ,"The Fluency of Consumer Incidental Emotion on Nine-Ending Prices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 710-711.