The Effect of Evaluation Mode on Nine-Ending Price Perception: Separate, Joint, and Sequential Evaluation

Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Yin-Hui Cheng, National TaiChung University, Taiwan
Chih-Cheng Huang, National Formosa University, Taiwan
Shiu-Chu Lee, National Chung Cheng University, Taiwan
Using experiments designed to induce actual purchasing behavior, this study discovers that the nine-ending pricing effect manifests when nine-ending and zero-ending prices are separately evaluated, but that the effect diminishes when these prices are jointly evaluated. When sequential evaluation is included in the experimental design, it is discovered that the nine-ending pricing effect is greatest in the separate evaluation condition, followed by the sequential and the joint evaluation condition. This is one of the first studies to provide evidence of the varying effect of nine-ending pricing among different evaluation conditions. Most prior studies of the nine-ending pricing effect have evaluated nine-ending and zero-ending prices separately. The use of joint and sequential evaluation conditions in the present research provides evidence from a more practical perspective.
[ to cite ]:
Shih-Chieh Chuang, Yin-Hui Cheng, Chih-Cheng Huang, and Shiu-Chu Lee (2011) ,"The Effect of Evaluation Mode on Nine-Ending Price Perception: Separate, Joint, and Sequential Evaluation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.