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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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baseball cap:
F
(1,28) = 6.900,
p
< 0.05).
Furthermore, in order to make sure what the determination of the nine-ending effect
was, we examined both groups of with and without the same leftmost digits individually, and
the results showed a significance only in different leftmost digits with separate modes (nail
clippers:
M
0
= 3.11 vs.
M
9
= 2.62,
t
= 7.142,
p
< 0.01; battery:
M
0
= 3.57 vs.
M
9
= 2.95,
t
=
11.570,
p
< 0.01); baseball cap (
M
0
= 3.72 vs.
M
9
= 3.29,
t
= 3.812,
p
< 0.01), but no
significance in the same leftmost digits with separate modes (nail clippers:
M
0
= 2.89 vs.
M
9
= 2.74,
F
= 0.997,
p
= 0.347; battery:
M
0
= 3.14 vs.
M
9
= 3.01,
F
= 1.594,
p
= 0.223; baseball
cap:
M
0
= 3.28 vs.
M
9
= 3.09,
F
= 1.930,
p
= 0.182).
Table 3 Results in Study 3
Modes
With Group
a
Without Group
b
Interaction
c
Nine
d
Zero
e
Diff.
f
Nine Zero Diff.
F
(3,56)
P-value
Nail Clipper
SE 2.74 2.89 0.15 2.62 3.11 0.49
54.160 0.000***
JE 2.89 2.91 0.02 2.71 2.82 0.11
Battery
SE 3.01 3.14 0.13 2.95 3.57 0.62
13.539 0.000***
JE 3.16 3.22 0.06 3.13 3.28 0.15
Baseball Cap SE 3.09 3.28 0.19 3.29 3.72 0.43
8.616 0.000***
JE 3.31 3.35 0.04 3.18 3.41 0.23
a
With group: With the same leftmost digits group
b
Without group: Without the same leftmost digits group
c
Interaction: Interaction between with and without the same leftmost digits groups
d
Nine: The mean of perceived price magnitude with nine-ending
e
Zero: The mean of perceived price magnitude with zero-ending
f
Diff.: Difference of the mean between zero- and nine-ending
*** Significant at 0.01 significance level.
Finally, the differences of mean magnitude perceptions in the joint group between nine-
ending and zero-ending prices in the same and different leftmost digits were insignificant in
comparison (nail clippers:
F
(1, 28) = 1.684,
p
= 0.205; battery:
F
(1, 28) = 0.373,
p
= 0.546;
baseball cap:
F
(1, 28) = 0.254,
p
= 0.618). That is, as expected, the evaluation with joint
mode in Study 3 influences the disappearance of nine-ending effect. In addition, as long as
participants were manipulated in the groups of the joint mode, the nine-ending effect were
both insignificant (nail clippers, battery, and baseball cap: (1) with the different leftmost in
joint mode:
M
0
= 2.82 vs.
M
9
= 2.71,
F
= 0.336,
p
= 0.569;
M
0
= 3.28 vs.
M
9
= 3.13,
F
=
0.649,
p
= 0.433;
M
0
= 3.41 vs.
M
9
= 3.18,
F
= 2.522,
p
= 0.130; (2) with the same leftmost in
joint mode:
M
0
= 2.91 vs.
M
9
= 2.89,
F
= 0.089,
p
= 0.769;
M
0
= 3.22 vs.
M
9
= 3.16,
F
=