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What is Price Endings Magic and Math about?

This paper investigates the impact of price endings on consumer choice behavior, focusing on whether consumers process prices holistically or by individual digits, the tendency to round prices, and the specific effects of different price endings like 9 and 0. The study, involving a discrete choice experiment with 188 university students, found that consumers do not process prices holistically and that price endings significantly influence purchase intentions. The research highlights the importance of unders

Author

anass2003akhdid

Language

EN