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臺大管理論叢
第
26
卷第
2
期
97
Table 5 Difference of Response Time in Study 4
Separate
Mean of Time*
Joint
Mean of Time
Difference**
S
13.1
S-K
33.5
7.8
K
12.6
S-K-R-T
31.1
5.4
Total
25.7
S-K-R-T-P-U
23.1
-2.6
* The units of time are all seconds.
** Difference = mean of time in joint -total mean of time in separate
0.90
0.67
0.13
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
S-K S-K-R-T S-K-R-T-P-U
Group
7.80
5.4
-2.6
-4.00
-2.00
0.00
2.00
4.00
6.00
8.00
10.00
S-K S-K-R-T S-K-R-T-P-U
Difference between SE and JE Modes
Difference between SE and JE Modes
Group
0.90
0.67
0.13
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
S-K S-K-R-T S K-R-T P-U
Group
7.80
5.4
-2.6
-4.00
-2.00
0.00
2.00
4.00
6.00
8.00
10.00
S-K S-K-R-T S KR-T-P U
Difference between SE and JE Modes
Difference between SE and JE Modes
Group
Figure 1 The Relationship between
the Difference of Perceived
Price Magnitude and Group
Figure 2 The Relationship between
the Difference of Response
Time and Group
4. General Discussion
This research offers evidence of the boundary conditions of the nine-ending effect.
First, Study 1 demonstrates that the magnitude perception of nine-ending prices is lower than
that of zero-ending prices one level higher (e.g., $1.99 vs. $2.00) when the prices are
evaluated individually (SE condition), and that no significant difference in perception
between nine-ending and zero-ending prices exists when both prices are evaluated
simultaneously (JE condition). That is, the nine-ending effect may only occur in the
condition of SE mode as prediction.