Influence of price endings on price recall: a by‐digit analysis

Influence of price endings on price recall: a by‐digit analysis Although it has been proposed that recall processes play a role in the retail sales effects of 9‐ending pricing, substantial effects of price endings on the level of recalled prices has not been demonstrated. With an improved testing procedure, it is found that the level of a set of prices with low ending digits (such as 1 or 2 in the dollars place) is more likely to be overestimated in recall than the level of equivalent sets of prices with high ending digits (such as 6, 7, or 9 in the dollars place). The results of the study support the role of left‐to‐right processing of price information and point out some consequences for retailers of the use of low numbers in price‐ending digits. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Influence of price endings on price recall: a by‐digit analysis

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420410568453
Publisher site
See Article on Publisher Site

Abstract

Although it has been proposed that recall processes play a role in the retail sales effects of 9‐ending pricing, substantial effects of price endings on the level of recalled prices has not been demonstrated. With an improved testing procedure, it is found that the level of a set of prices with low ending digits (such as 1 or 2 in the dollars place) is more likely to be overestimated in recall than the level of equivalent sets of prices with high ending digits (such as 6, 7, or 9 in the dollars place). The results of the study support the role of left‐to‐right processing of price information and point out some consequences for retailers of the use of low numbers in price‐ending digits.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Dec 1, 2004

Keywords: Prices; Promotional methods; Image processing; Cognition; Consumer behaviour; Marketing strategy

References

  • Effects of $9 price endings on retail sales: evidence from field experiments
    Anderson, E.T.; Simester, D.L.
  • A short reliable measure of subjective knowledge
    Flynn, L.R.; Goldsmith, R.E.
  • Remembering versus knowing: issues in buyers' processing of price information
    Monroe, K.B.; Lee, A.Y.

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