Yin-Hui Cheng, Professor, Department of International Business, National Taichung University of Education
Shih-Chieh Chuang, Professor, Department of Business Administration, National Chung Cheng University
Molly Chien-Jung Huang, Associate Professor, Department of Leisure and Recreational Studies, Aletheia University
Previous research has ignored the influence of emotional processing on nine-ending price effect. Building on the theory of fluency, Studies 1a, 1b and 2 investigate the influence of incidental emotion on the level and image effects of nine-ending prices and on the effect such prices have on product image under the mediating role of processing fluency. The empirical results of Studies 1a, 1b and 2 demonstrate that consumers who feel happy have higher purchase intention with respect to items with nine-ending prices than do consumers who feel sad. Study 3 distinguishes between the influences of incidental emotional certainty and uncertainty on the quantity of nine-ending priced items purchased. Study 4 shows that consumers are less affected by nine-ending prices under the joint evaluation mode than they are under the separate evaluation mode. These findings provide important insights into the perspectives of incidental emotion and processing fluency on the nineending prices.