Wan-Ting Lai
National Chung Cheng University
Matching (statistics)HeuristicMicroeconomicsFluencyCashProcessing fluencyComputer scienceCompromiseProduct (business)Phenomenon
Publications 1
#1Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
#2Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 2
Last. Wan-Ting Lai (CCU: National Chung Cheng University)H-Index: 1
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Abstract Having change in our wallet is quite common when we pay cash when shopping. This study examines the phenomenon whereby people choose to buy a product with a price that matches the amount of change they have in their wallets. The study uses a series of experiments to investigate whether this “change-matching heuristic” helps customers make purchase decisions. The findings confirm that the change-matching heuristic increases consumers’ processing fluency. The findings also confirm that th...
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