Price Endings that Matter: A Conceptual Replication of Implicit Egotism Effects in Pricing

Markus Husemann-Kopetzky and Soeren Koecher

Journal of Marketing Behavior, 2017, vol. 2, issue 4, 313-324

Abstract: We conceptually replicate Coulter and Grewal's (2014) study on the birthday-number effect in pricing, according to which customers exhibit a preference for prices resembling their own birthday. We find that this effect extends beyond the self to other objects customers have associations with (e.g., sports teams) and that this effect is bi-directional — e.g., increasing or decreasing purchase intentions — depending on the valence of the customer's association.

Keywords: Consumer Behavior; Behavioral Decision Making; Behavioral Pricing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000040

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