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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 738-739.


James Wilkie, University of Notre Dame, USA
Kenneth Manning, Colorado State University, USA
David Sprott, Washington State University, USA
Galen Bodenhausen, Northwestern University, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More


Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More


Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.