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.
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.
Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy
NA - Advances in Consumer Research Volume 46 | 2018
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