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

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