The odd-ending price justification effect: the influence of price-endings on hedonic and utilitarian consumption
| Autor: | Jungsil Choi, Yexin Jessica Li, Promothesh Chatterjee, Priyamvadha Rangan, Surendra N. Singh |
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| Rok vydání: | 2014 |
| Předmět: | |
| Zdroj: | Journal of the Academy of Marketing Science. 42:545-557 |
| ISSN: | 1552-7824 0092-0703 |
| DOI: | 10.1007/s11747-014-0369-6 |
| Popis: | This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE). Study 1 reveals people are more likely to choose hedonic over utilitarian products when they have odd-ending prices. Study 2 finds that the effect of odd-ending prices on hedonic consumption is mediated by guilt reduction. Study 3 reveals a boundary condition for the OPJE – purchase likelihood of hedonic products increases only when monetary, not nonmonetary, guilt is reduced. Study 4 suggests the OPJE operates at an unconscious level, as consumers who are made aware of the trivial difference between odd- and round-ending prices are no longer influenced by odd-ending prices. The theoretical, practical, and research implications of these findings are discussed. |
| Databáze: | OpenAIRE |
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