All Numbers Are Not Created Equal: Price Points, Price Processing and Price Rigidity

Haipeng Chen; Avichai Snir; Daniel Levy; Alex Gotler

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All Numbers Are Not Created Equal: Price Points, Price Processing and Price Rigidity

Conference proceeding

Peer reviewed

All Numbers Are Not Created Equal: Price Points, Price Processing and Price Rigidity

Haipeng Chen, Avichai Snir, Daniel Levy and Alex Gotler

Advances in Consumer Research, Vol.40, pp.637-639

01/01/2012

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Abstract

Using multiple datasets, we find that consumers are less likely to recognize a larger price or a price increase that ends with 9, but more likely to recognize a price increase from a 9-ending to a non 9-ending. Retailers therefore set 9-ending prices more often after price increases than decreases.

Consumer Behavior

Market Research

Information processing

Price increases

Prices

Studies

Details

Title: Subtitle: All Numbers Are Not Created Equal: Price Points, Price Processing and Price Rigidity
Creators: Haipeng Chen
Avichai Snir
Daniel Levy
Alex Gotler
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.40, pp.637-639
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2012
Academic Unit: Marketing
Record Identifier: 9984618645702771

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