论文信息 - Image Communicated by the Use of 99 Endings in Advertised Prices

Image Communicated by the Use of 99 Endings in Advertised Prices

Abstract In a controlled experiment, use of the 99 rather than the 00 price ending (e.g., using $49.99 rather than $50.00) affects the impression created by a price advertisement. The 99 ending increases the likelihood that viewers judge an advertised price as relatively low and as representing a discount. However, in addition to these price-image effects, the 99 ending has negative effects on quality image in the ads sponsored by higher quality retailers. These results suggest that the choice of rightmost digits is an important executional variable in price advertising.

Robert M. Schindler | R. Schindler | T. M. Kibarian | Thomas M. Kibarian

[1] Kirthi Kalyanam,et al. Estimating Irregular Pricing Effects: A Stochastic Spline Regression Approach , 1998 .

[2] L. Kreul. Magic Numbers: Psychological Aspects of Menu Pricing , 1982 .

[3] D. Harper. Price policy and procedure , 1966 .

[4] J. H. Huston,et al. $9.99: Can "Just-Below" Pricing Be Reconciled with Rationality? , 1996 .

[5] Testing For Perceptual Underestimation of 9-Ending Prices , 1993 .

[6] Thomas T. Nagle. The Strategy and Tactics of Pricing: A Guide to Profitable Decision-Making , 1987 .

[7] A. Rao,et al. The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review , 1989 .

[8] Robert M. Schindler,et al. Patterns of Rightmost Digits Used in Advertised Prices: Implications for Nine-Ending Effects , 1997 .

[9] 13. PSYCHOLOGICAL PRICING IN THE FOOD INDUSTRY , 1967 .

[10] Mark Stiving,et al. Price-Endings When Prices Signal Quality , 2000 .

[11] Robert M. Schindler. Consumer Recognition of Increases in Odd and Even Prices , 1984 .

[12] R. Schindler,et al. Increased consumer sales response though use of 99-ending prices , 1996 .

[13] Does the “9 Fixation” in Retail Pricing Really Promote Sales? , 1965 .