Odd versus even prices and consumers' behavior.
Schindler and Kibarian reported prices ending with a nine were associated with more purchases among customers who were women. To generalize this effect to a new business context, two groups of 200 people were solicited at home and asked to buy pancakes to raise money for a charitable organization. In half of the cases, the price of pancakes was 1.99euro, and in the other half they were proposed at 2.00euro. Analysis showed that the price ending with nine was associated with more subjects agreeing to the request, 118 of 200 vs 91 of 200.
Guéguen
Nicolas
N
Université de Bretagne-Sud, IUT de Vannes, Laboratoire GRESICO, 8 rue Montaigne, 56000 Vannes. nicolas.gueguen@iu.vannes.fr
Jacob
Céline
C
D000328:Adult; D003132:Commerce; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D008297:Male; D012919:Social Behavior; D011795:Surveys and Questionnaires