Product Category Pricing and Future Price Attractiveness: 99-Ending Pricing in a Memory-Based Context

James R. Carver and Daniel T. Padgett

Journal of Retailing, 2012, vol. 88, issue 4, 497-511

Abstract: Two experiments were used to examine the impact of 99-ending pricing on memory-based comparisons with a multiple product set. Results indicate that when a target is priced above/below a stimulus set, use of 99-ending prices for the highest and lowest prices in the stimulus set lessens target price attractiveness compared to when the highest and lowest prices are 00-ending. Attractiveness of targets priced within the stimulus set was not impacted by the use of 99- versus 00-ending pricing. Overall, participants appear to use an assimilation/contrast approach based upon left-digit processing in determining target price attractiveness.

Keywords: 99-ending pricing; Memory-based; Price comparisons; Assimilation/contrast theory; Range theory (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435912000309
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:88:y:2012:i:4:p:497-511

DOI: 10.1016/j.jretai.2012.05.001

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().