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.
Citation:
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.
Authors
Jungsil Choi, University of Kansas, USA
Surendra Singh, University of Kansas, USA
Priyam Rangan, University of Kansas, USA
Volume
NA - Advances in Consumer Research Volume 39 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
Featured
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
Featured
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University