Price endings: magic and math
Price endings: magic and math
复制标题
DOI：
10.1108/10610420610703702
复制
发表时间：
2006-01-01
影响因子：
5.6
通讯作者：
Kanetkar, Vinay
中科院分区：
文献类型：
--
作者：
Liang, Jianping;Kanetkar, Vinay
目的-本文旨在提高对价格终结对消费者选择行为的影响的理解。这里描述的研究是由三个核心问题驱动的。首先，消费者是整体地处理价格，还是把每一个数字都当作刺激来处理？二是消费者是否“圆”价？第三，价格结尾（如9或0）对购买意愿有特定影响吗？设计/方法/方式-这项研究是基于一个离散的选择实验，消费者对两位数的价格。番茄汤和背包是研究中选择的两种产品类别。共有188名购买了这些产品的大学生完成了一项在线调查，表明他们选择了四种替代产品中的一种，并选择不购买任何产品。番茄汤的价格从40美分到99美分不等（包括每个潜在的价格结尾），背包的价格从30美元到59美元不等（没有便士）。每个受访者作出20个选择，每个产品和由此产生的数据库被用来构建嵌套logit models.Findings -估计模型表明，消费者不处理价格整体。换句话说，受访者通过将数字分为两部分来处理价格。此外，截断的使用以及“奇/偶”和“0”的影响似乎对罐装汤和背包产品都具有统计学意义。虽然汤类的价格四舍五入，但背包类的价格没有统计学上的显著支持。最后，9-结尾的效果是统计上显着的背包类，但不是汤category.Practical影响-研究结果表明，消费者可能不会处理价格的整体。这反过来又意味着，价格的结局可能会影响消费者的价格敏感性和零售商和制造商的利润。独创性/价值-这是第一篇论文，研究价格的结局从0到9的所有数字。此外，在这种情况下，使用离散选择建模方法来推断个人选择行为是新的和创新的。
Purpose - This paper aims to improve understanding of the effects of price endings on consumers' choice behavior. The research study described here was driven by three central questions. First, do consumers process a price holistically or process each digit as a stimulus? Second, do consumers "round" prices? Third, do price endings such as 9 or 0 have specific effects on purchase intentions?Design/methodology/approach - The study is based on a discrete choice experiment where consumers responded to two-digit prices. Tomato soup and backpacks were the two product categories selected for the study. A total of 188 university students who had purchased these products completed an online survey indicating their choices for one of the four alternative products, with an option of not purchasing anything. Tomato soup prices were varied from 40 cents to 99 cents (every potential price ending was included) and backpack prices varied from $30 to $59 (no pennies). Each respondent made 20 choices for each product and the resulting database was used to construct the nested logit models.Findings - Estimated models suggest that consumers do not process price holistically. In other words, respondents processed prices by splitting numbers into two parts. Furthermore, the use of truncation and the effects of "odd/even" and "0" appeared to be statistically significant for both canned soup and backpack products. Although there was rounding of prices for the soup category, there was no statistically significant support for that in the backpack category. Finally, the effect of a 9-ending was statistically significant for the backpack category but not for the soup category.Practical implications - The findings suggest that consumers may not process prices holistically. This, in turn, means that price endings are likely to influence consumer price sensitivity and both retailer and manufacturer profits.Originality/value - This is the first paper that examines price endings for all numbers from 0 to 9. In addition, the use of a discrete choice modeling method to infer individual choice behaviour in this context is new and innovative.