英文摘要 |
This paper, which is based on a heuristic-systematic dual-process model, identifies the boundary conditions of the nine-ending pricing effect when nine-ending and zero-ending prices are separately, jointly, and sequentially evaluated. Study 1 proves the occurrence of the nine-ending effect in separate, but not joint, evaluation conditions. Study 2 adds an extra sequential evaluation mode to Study 1 and measures actual quantitative estimations with a shopping budget. The results are consistent with those from Study 1. The results of Study 3 demonstrate that the perceived price difference between nine- and zero-ending digits with different leftmost digits is greater in the separate-evaluation mode than it is in the jointevaluation mode. In Study 4, task complexity is manipulated and the results show that no nine-ending effect is observed when cognitive capacity, which is induced by greater task complexity, exceeds the capabilities that people possess. |