Penny wise and pound foolish? How thinking style affects price cognition
Penny wise and pound foolish? How thinking style affects price cognition
复制标题
小事明智，大事愚蠢？
DOI：
10.1007/s11002-018-9460-y
复制
发表时间：
2018
影响因子：
3.6
通讯作者：
Chris Pullig
中科院分区：
文献类型：
--
作者：
L. Tu;Chris Pullig
九结尾定价是一种常见的营销手段，因为人们传统上认为，消费者更关注美元数字，而不太关注便士数字。这项研究挑战了九结尾定价的普遍有效性，并将思维方式确定为九结尾价格效应的调节因素，而分析型(整体)思考者更倾向于(不太)倾向于九结尾价格的影响。此外，我们还考察了认知资源作为调节效应的边界条件。我们的结果表明，当整体思考者拥有无限的认知资源时，他们不会对九结尾的价格做出反应。由于认知资源有限(例如，在时间压力或认知负荷下)，整体思考者和分析性思考者都会受到九尾价格效应的影响。我们认为，缺乏整体性思维是九结束效应背后的一种机制。
Nine-ending pricing is a common marketing technique because of the traditional belief that consumers pay more attention to the dollar digits and less attention to the penny digits. This research challenges the universal effectiveness of nine-ending pricing and identifies thinking style as a moderator for the nine-ending price effect with analytic (holistic) thinkers more (less) prone to the effect of nine-ending prices. Further, we examine cognitive resource as a boundary condition for the moderating effect. Our results demonstrate that holistic thinkers are not responsive to nine-ending prices when they have unlimited cognitive resources. With limited cognitive resources (e.g., under time pressure or cognitive load), both holistic and analytic thinkers are subject to the nine-ending price effect. We identify the lack of holistic thinking as a mechanism underlying the nine-ending effect.