Sanghyub John Lee
Auckland University of Technology
PsychologyEconomicsEmpirical evidenceMicroeconomicsTourismConstrual level theoryLead (geology)Negativity biasContext (language use)SalientPreferenceHelpfulnessPhenomenonClinical psychologyBig dataSocial psychology
3Publications
1H-index
11Citations
Publications 3
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#1Sanghyub John LeeH-Index: 1
Last. Jungkeun KimH-Index: 16
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#1Jungkeun Kim (AUT: Auckland University of Technology)H-Index: 16
#2Yuanyuan (Gina) Cui (AUT: Auckland University of Technology)H-Index: 4
Last. Roger Marshall (AUT: Auckland University of Technology)H-Index: 21
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Abstract 159.99, 159.38 or 60.00? The phenomenon of pricing around a rounded number, with apparent preciseness, is commonly observed in the marketplace. Much research has been conducted in the general area, and has established that the use of precise prices, those without a zero-ending, tends to lead to increased sales and to a more positive customer attitude. To date, the best explanation offered is that most people read from left to right, so the last numbers of a price may be less salient ...
10 CitationsSource
#1Sanghyub John LeeH-Index: 1
Last. Jungkeun KimH-Index: 16
view all 3 authors...
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