Round It Up: Preference Exists For Rounded Totals (Pert)
We show that at the point of sales, if consumers are asked to donate, they prefer a donation that makes a rounded total amount. Moreover, more people choose to donate at all, if their donation makes the total rounded. This effect is driven by fluency of the rounded total amount.
Citation:
Varun Sharma, aradhna krishna, and Zachary Estes (2018) ,"Round It Up: Preference Exists For Rounded Totals (Pert)", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 787-788.
Authors
Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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