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臺大管理論叢
第
26
卷第
2
期
89
Table 2 Percentage of the Response Types in SE, SQE and JE Modes in Study 2
Nail Clipper
Baseball Cap
Response Type
Accu.
a
Drop.
b
NonD.
c
Total
Accu.
Drop.
NonD.
Total
SE 0-Ending
83% 11% 6% 100% 77% 15% 8% 100%
9-Ending
44% 50% 6% 100% 41% 50% 9% 100%
Difference
d
39% 39% 0%
36% 35% 1%
SQE 0-Ending
80% 13% 7% 100% 70% 25% 5% 100%
9-Ending
61% 28% 11% 100% 59% 24% 17% 100%
Difference
19% 15% 4%
11% 1% 12%
JE 0-Ending
76% 15% 9% 100% 82% 15% 3% 100%
9-Ending
68% 22% 10% 100% 69% 22% 9% 100%
Difference
8% 7% 1%
13% 7% 6%
a
Accu.: The percentage of accurate
b
Drop.: The percentage of drop-off error
c
NonD.: The percentage of non-drop-off error
d
Difference = |the percentage of 0-ending – the percentage of 9-ending|
Hence, all of the findings proved that people tend to use a heuristic process (a drop-off
or rounding down heuristic) in SE modes more than in SQE and JE modes. Finally, because
of the relatively smaller percentage in the group of non-drop-off error than accurate and
drop-off error, the results of Study 2 were reliable.
3.2.4 Discussion
The results of Study 2 support H2 and H3, which postulate that the difference in
magnitude perception between nine-ending and zero-ending prices differs between SE and
JE conditions and among the SE, SQE, and JE conditions during the process of making
quantitative estimations. Among the actual consumers, the nine-ending pricing effect was
greatest in the SE condition, followed by the SQE and the JE condition. The difference in
perception between nine-ending and zero-ending prices also provides support for the
findings of Thomas and Morwitz (2005), and Bizer and Schindler (2005). The results also
support the Evaluability Hypothesis of Hsee (1996).
As previously mentioned, the nine-ending pricing effect, which leads to rounding down
the price ending, is an outcome of the leftmost heuristic. The greater the leftmost effect, the
more drop-off errors that will occur. As shown in Table 2, the difference in the percentage of
drop-off errors between nine-ending and zero-ending prices is greater in the SQE condition
than that in the JE but smaller than that in SE condition. These findings demonstrate that the
nine-ending pricing effect is manifested in the SQE condition more strongly than in the JE