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Consumer Preferences for 99-ending prices: the mediating role of price consciousness

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorGaston-Breton, Charlotte
dc.contributor.editorUniversidad Carlos III de Madrid. Departamento de Economía de la Empresa
dc.date.accessioned2011-04-11T16:28:37Z
dc.date.available2011-04-11T16:28:37Z
dc.date.issued2011-04
dc.description.abstractThis research addresses the persuasive effect of 99-ending prices and carries out a choice-based conjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristic process either consciously — they consider a 99-ending as a signal for a “good deal”— or unconsciously — they round down 99-ending prices. This conceptual framework leads to non-intuitive and completely new sets of hypotheses in the examination of the drivers, mediator and moderators of 99-ending preferences. Results indicate that consumers who are more price conscious are more likely to choose 99-ending prices. Indeed, low involved shoppers (especially those with a low hedonic and symbolic involvement profile), low educated, low income and younger shoppers are prone to choose the 99-ending option. We also demonstrate that the magnitude of this 99-ending effect depends on the price level of the product category and the positioning of the brands. The theoretical contributions to the manner in which consumers process 99-endings has implications for retailers, pricing managers and social welfare
dc.format.mimetypeapplication/pdf
dc.identifier.repecwb110503
dc.identifier.urihttps://hdl.handle.net/10016/10707
dc.identifier.uxxiDT/0000000924
dc.language.isoeng
dc.relation.ispartofseriesUC3M Working papers. Business Economics
dc.relation.ispartofseries11-03
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.ecienciaEmpresa
dc.subject.other99-ending prices
dc.subject.otherPrice information processing
dc.subject.otherConjoint analysis
dc.titleConsumer Preferences for 99-ending prices: the mediating role of price consciousness
dc.typeworking paper*
dspace.entity.typePublication
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