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消費者情緒在九尾數定價效果的影響
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Table 1 Stimuli Used in All Studies
Nine-ending Condition ($) Zero-ending Condition ($)
Study 1a
Batteries (target price)
Batteries (regular price)
Pens (target price)
Pens (regular price)
Notebook (target price)
Notebook (regular price)
Baseball caps (target price)
Baseball caps (regular price)
1.59
2.00
3.59
4.00
5.59
6.00
7.59
8.00
1.60
2.00
3.60
4.00
5.60
6.00
7.60
8.00
Study 1b
Notebook (target price)
Notebook (regular price)
4.99
6.00
5.00
6.00
Study 2
Notebook (target price)
Notebook (regular price)
5.59
6.00
5.60
6.00
Study 3
Notebook (target price)
Notebook (regular price)
5.59
6.00
5.60
6.00
Study 4
Notebook (target price)
Notebook (regular price)
5.59
6.00
5.60
6.00
After the participants had been introduced to the foregoing scenario and had recalled
the situation after a few minutes, they were asked the following series of questions about
the experience.
1. Please describe this past pleasant situation to me. What was it like to be happy in this
situation?
2. What happened in this situation to make you feel happy?
3. Why did these things make you feel happy?
4. How did you know that you were happy in this situation?
5. What did it feel like for you to be happy in this situation?
6. What did you do in this situation when you were happy?
The subjects in the neutral condition were asked to describe in detail what their
typical day is like and the activities they undertake on a routine day. Immediately after the
emotion induction, the participants were asked to answer two questions taken from Smith
and Ellsworth’s (1985) study which were designed to assess the pleasantness of a recalled