Odd-Ending Price: Justification For the Hedonic Purchase

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.


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.


Jungsil Choi, University of Kansas, USA
Surendra Singh, University of Kansas, USA
Priyam Rangan, University of Kansas, USA


NA - Advances in Consumer Research Volume 39 | 2011

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