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九尾數定價效果在不同評估模式中的侷限：分別、聯合與依序評估
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4.2 Limitations and Future Studies
Although the present research offers support for the varying influence of nine-ending
pricing in different evaluation conditions, several research questions remain unanswered.
One question is whether the difference in magnitude perception between nine-ending and
zero-ending prices is affected by cultural background. The participants of the present
research in general share a fairly similar cultural background. Hence, the results of the
present research may not apply to those who come from different cultural backgrounds.
Thus, future research could be conducted to examine whether the degree of the effect of
nine-ending pricing on magnitude perception in the SE and JE conditions differs between
participants of different cultural backgrounds (e.g., Chinese vs. American).
Another research question is whether different monetary units affect the research
outcome. For example, the smallest units used in Korea are mainly ₩10, and the conditions
in which nine-ending digits are presented may make a difference.