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消費者情緒在九尾數定價效果的影響
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experience a lower level of processing fluency than that experienced in the SE mode. The
foregoing discussion led us to infer that consumers with positive emotions would be
affected more significantly by nine-ending prices than would those with negative emotions
under the separate evaluation mode, whereas there would be no difference in the strength
of the nine-ending price effect between consumers with positive emotions and consumers
with negative emotions under the joint evaluation mode. The foregoing discussion led to
the following hypothesis.
H4: People with either positive or negative emotions are more affected by nine-
ending prices in the SE condition than in the JE condition.
3. Methodology
Four studies were employed step by step throughout the research by experimental
design to examine the role of emotion in the nine-ending price effect as mediated by
processing fluency. Study 1a and 1b first examine the perception of nine-ending prices as
a function of incidental emotion to trigger a greater purchase intention, namely, the
happier the consumer, the higher purchase intention. Meanwhile Study 1b and further
Study 2 examine the mediating role of processing fluency between incidental emotion and
purchase intention. Study 3 extends the investigation to examine the mediating role of
emotional certainty on processing fluency in order to know whether the positive and
negative emotions have the same influence on nine-ending price effect. Finally, Study 4
examines the nine-ending price effect under separate and joint evaluations to bridge the
gap between the experiment and the real world.
3.1 Study 1
3.1.1 Study 1a
Study 1a tested H1 and investigated whether prices ending in different digits (the
rightmost effect) induce different purchase intentions in consumers experiencing positive/
negative emotional states with high/low levels of processing fluency. This study
hypothesized that the effect of nine-ending prices on purchase intention is a function of
emotion based on processing fluency, and that this effect is more pronounced for positive
emotions than it is for negative emotions.
Participants and Design
Study 1a used a 3 (emotion: positive, neutral and negative) x 2 (digit: nine, zero)
between-subjects designs with four different products to test the rightmost effect. Our