RT Generic
T1 Consumer Preferences for 99-ending prices: the mediating role of price consciousness
A1 Gaston-Breton, Charlotte
A2 Universidad Carlos III de Madrid. Departamento de Economía de la Empresa, 
AB This research addresses the persuasive effect of 99-ending prices and carries out a choice-basedconjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristicprocess 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 newsets 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), loweducated, low income and younger shoppers are prone to choose the 99-ending option. We alsodemonstrate that the magnitude of this 99-ending effect depends on the price level of the productcategory and the positioning of the brands. The theoretical contributions to the manner in whichconsumers process 99-endings has implications for retailers, pricing managers and social welfare
YR 2011
FD 2011-04
LK https://hdl.handle.net/10016/10707
UL https://hdl.handle.net/10016/10707
LA eng
DS e-Archivo
RD 27 jul. 2024