The odd-ending price justification effect: the influence of price-endings on hedonic and utilitarian consumption

Volume: 42, Issue: 5, Pages: 545 - 557
Published: Jan 31, 2014
Abstract
This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE). Study 1 reveals people are more likely to choose hedonic over utilitarian products when they have...
Paper Details
Title
The odd-ending price justification effect: the influence of price-endings on hedonic and utilitarian consumption
Published Date
Jan 31, 2014
Volume
42
Issue
5
Pages
545 - 557
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