The not-so-odd couple: Odd pricing in a luxury context

Volume: 136, Pages: 356 - 365
Published: Nov 1, 2021
Abstract
Two large samples of prices indicate that odd prices (i.e., prices just below a round number, for example €1495 vs. €1500) are used in the pricing of luxury products. An analysis of price endings suggests that luxury brand managers rely less on the drop-off mechanism than on the meaning mechanism, both of which have been used to show that odd prices influence consumers in the Fast-Moving Consumer Goods (FMCG) industry. Building on the odd-ending...
Paper Details
Title
The not-so-odd couple: Odd pricing in a luxury context
Published Date
Nov 1, 2021
Volume
136
Pages
356 - 365
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