Odd-Ending Price: Justification For the Hedonic Purchase

Jungsil Choi, University of Kansas, USA
Surendra Singh, University of Kansas, USA
Priyam Rangan, University of Kansas, USA
The present study suggests that utilization of the odd-ending pricing strategy, known to have a discount image, reduces guilt from purchasing a hedonic product, consequently increasing demand for hedonic products. The results from three laboratory experiments confirm the hypothetical statement.
[ to cite ]:
Jungsil Choi, Surendra Singh, and Priyam Rangan (2011) ,"Odd-Ending Price: Justification For the Hedonic Purchase", 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: 624-625.