Robustness of Price Perception: How Strong are Anchoring, Left-Digit- and Framing-Effects when Promoting Sales Offers?

Andreas Kramer

Business and Management Studies, 2016, vol. 2, issue 1, 35-43

Abstract: While the large number of publications on behavioral pricing and partly spectacular results suggest that it is easily possible to influence parameters in the consumers¡ä price perception (for example, by providing price anchors as competitive prices, 99-price endings, information on a relative or absolute saving or information on availability of the prices by the suppliers), this empirical study based on experimental designs comes to a contrary conclusion: it turns out that the assessment of perceived value for money and cheapness for different sales promotion campaigns in Germany (train ticket, smartphone flat rate, filter coffee) is amazingly robust and that psychological factors tested in different experiments have a relatively low impact. The theoretical, practical and research implications of these findings are discussed.

Keywords: behavioral pricing; framing; ¡°left-digit-effect¡±; odd ending pricing; anchoring and framing effects (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://redfame.com/journal/index.php/bms/article/view/1137/1106 (application/pdf)
http://redfame.com/journal/index.php/bms/article/view/1137 (text/html)

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:rfa:bmsjnl:v:2:y:2016:i:1:p:35-43

Access Statistics for this article

More articles in Business and Management Studies from Redfame publishing Contact information at EDIRC.
Bibliographic data for series maintained by Redfame publishing ().