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消費者情緒在九尾數定價效果的影響
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Quantitative Estimates
Quantitative estimates of the number of items with nine-ending prices that could be
purchased with a certain sum were then examined to deepen our understanding of the
nine-ending price effect. Bizer and Schindler (2005) developed a new experimental
approach to avoid two major causes of failure in research into the nine-ending pricing
effect. These two causes are a high degree of variation among open-ended responses in
free-recall tasks (e.g., the short-term price recall task employed in the study of Schindler
and Kibarian (1993) and unrealistic conditions (e.g., the several minutes given to
respondents to examine an advertisement showing only one price in the study of Schindler
and Kibarian (1993)).
According to the method employed by Bizer and Schindler (2005), participants
answered questions regarding pricing perception by responding to the statement “How
many $5.60 ($5.59) priced products can you buy with a $250 budget?” with integer
numbers based on their calculation. Each estimate was allocated to one of three categories:
accuracy, overestimation and underestimation. For example, quantitative estimates of 44
or 45 were categorized as accurate estimates, as participants could purchase 44.6 baseball
caps priced at $5.60 with a budget of $250. Quantitative estimates influenced by the nine-
ending price effect might result in one of two possible conditions: overestimation or
underestimation. In the example given, if participants perceived the nine-ending price as
representing a monetary gain (quality loss), then their perception would lead to larger
(smaller) estimate.
Results
An ANOVA conducted to appraise the degree of certainty participants had in their
emotions indicated significant differences between those certain of their emotions and
those uncertain of their emotional states ((
F
(1, 156) = 27.33,
p
< .01). Participants in the
happiness and disgust groups (
M
= 4.57, SD = .85) were more certain than those in the
hopefulness and fear groups (
M
= 4.12, SD = .77). The results revealed no significant
interaction effects (all
F
values < 1.49, all
p
values > .22).
For the level of happiness, the only main effect observed was for the valence of
incidental emotion on perceived happiness (
F
(1, 152) = 17.23,
p
< .01). Participants
exposed to a positive emotion induction rated their feelings as happier (
M
= 5.21, SD =
.93) than did those exposed to a negative emotion induction (
M
= 3.48, SD = .69). No
other effects were significant (all
F
values < 1.86, all
p
values > .17).