P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness

Should marketers make the last digit of a sale price consistent with the last digit of the original price? Across multiple studies, including field studies and a variety of product categories, this research shows price perception and purchase intention are related to consistency between the sale price and original price



Citation:

Shih-Chieh Chuang and Yin-Hui Cheng (2018) ,"P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 903-903.

Authors

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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