The Effects of Nine-Ending Prices and the Need For Cognition in Price Cognition
Research has suggested that prices that end in a nine are considered to be significantly lower than prices that are one cent higher. Building on previous research, this study investigates how the need for cognition (NFC) and cognitive effort affects the perception of nine-ending prices among consumers. The empirical results of two experiments demonstrate that consumers with a low NFC are more likely to perceive nine-ending prices to be lower than prices ending with a zero than are consumers with a high NFC.
Shih-Chieh Chuang, Chaang-Yung Kung, Yin-Hui Cheng, and Shu-Li Yu (2009) ,"The Effects of Nine-Ending Prices and the Need For Cognition in Price Cognition", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 973-973.
Shih-Chieh Chuang, Chung Cheng University, Taiwan
Chaang-Yung Kung, Chao-yang University of Technology, Taiwan
Yin-Hui Cheng, National Penghu University, Taiwan
Shu-Li Yu, Chaoyang University of Technology, Taiwan
NA - Advances in Consumer Research Volume 36 | 2009
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies
Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To
Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA
Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA