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消費者情緒在九尾數定價效果的影響
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In addition, the participants in the positive emotional condition had significantly
higher perceptions of the monetary gain represented by choosing the nine-ending price
than did those in the negative emotional condition (
M
positive
= 5.47, SD = 1.09;
M
negative
=
3.35, SD = .91;
t
= 5.38,
p
< .01). In contrast, the respondents in the positive emotional
condition perceived the quality loss represented by the nine-ending price to be
significantly lower than that perceived by those in the negative emotional condition
(
M
positive
= 3.84, SD = 1.01;
M
negative
= 4.61, SD = .98;
t
= 3.79,
p
< .01). That is, there was
support for the image effect hypothesis explaining the influence of emotion on the nine-
ending price effect.
Discussion
Study 2 first showed that the effect of incidental emotion on the image effect was the
same as that demonstrated by Studies 1a and 1b. Second, the results obtained in Study 2
also indicated that the monetary gain perceived by consumers experiencing positive
emotions who evaluate a nine-ending price is greater than that perceived by those with
negative emotions. Moreover, in comparison with consumers with negative emotions, the
extent of the quality loss perceived by those with positive emotions was higher. Hence, the
image effect hypothesis may support the explanation that emotion has an influence on the
nine-ending price effect.
The results also demonstrated that processing fluency plays a mediating role between
incidental emotion and purchase intention. When combined with the results of Studies 1a
and 1b, those of Study 2 clearly demonstrate the important influence of processing fluency
on the nine-ending price effect. One limitation of Study 2 is that it explored only
happiness and sadness and did not consider different kinds of emotions previous research
has indicated are worthy of exploration. Study 3 therefore examined a wider range of
emotions and their influence on the nine-ending price effect.
3.3 Study 3
Study 2 demonstrates the important role played by processing fluency in mediating
the relationship between emotion and the nine-ending price effect. The results of Study 2
mirror those of Studies 1a and 1b showing the nine-ending price effect is more significant
when consumers in a positive emotional state judge nine-ending prices with a high level of
processing fluency than when consumers in a negative emotional state judge nine-ending
prices under the influence of a low level of processing fluency. In Study 3, we extended
our investigation of the emotional influence on nine-ending price effect in an important