The 'Even-Odd Effect' in Consumers' Reactions to Prices

James Wilkie, University of Notre Dame, USA
Kenneth Manning, Colorado State University, USA
David Sprott, Washington State University, USA
Galen Bodenhausen, Northwestern University, USA
Considerable research has been devoted to zero- and nine- price endings, but consumers encounter other digits as price endings 43% of the time. We propose that digits sharing evenness and oddness will demonstrate similar price-ending impacts. We find consumers responding thusly: it appears that an “Even-Odd Effect” exists.
[ to cite ]:
James Wilkie, Kenneth Manning, David Sprott, and Galen Bodenhausen (2015) ,"The 'Even-Odd Effect' in Consumers' Reactions to Prices", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 738-739.