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239
臺大管理論叢
第
28
卷第
1
期
As predicted, the results shown in Table 3 demonstrated that the effects of certainty
appraisals of incidental emotions on differences in quantitative estimates were significant
(
F
(1,152) = 14.76,
p
< .01). The results also showed that a nine-ending price triggered
greater differences in purchase quantity estimates than did a zero-ending price among
people appraised as being certain of their incidental emotions (
M
Diff-Happiness
= 2.93,
M
Diff-Disgust
= .88,
F
(1,86) = 26.35,
p
< .01). In contrast, there was no difference in purchase quantity
estimates made by those uncertain of their incidental emotional state between nine-ending
and zero-ending prices (
M
Diff-Hopefulness
= .40,
M
Diff-Fear
= .05,
F
(1, 86) = 2.33,
p
> .01). That is,
the foregoing results all provided support for H3.
Table 3 Quantitative Estimations in Studies 3 and 4
9-ending 0-ending difference F value P value
Study 3
Certainty-positive (Happiness)
47.85
44.92
2.93
Certainty-negative (Disgust)
45.68
44.80
0.88
14.76
<.01
Uncertainty-positive (Hopefulness)
45.02
44.62
0.40
Uncertainty- negative (Fear)
44.70
44.65
0.05
Study 4
Separate-positive
47.22
44.97
2.25
Separate-negative
45.51
44.71
0.80
4.33
<.05
Joint-positive
44.96
44.51
0.45
Joint-negative
44.67
44.59
0.08
To examine the results of the analyses in more depth, the quantitative estimates were
also classified according to their consistency with the nine-ending pricing effect by
calculating the percentage of participants choosing nine-ending and zero-ending prices
among each group, as shown in Table 4. The results demonstrated an interaction among
certainty appraisals, overestimates and underestimates, and nine- and zero-ending prices
(χ
2
(1) = 6.23,
p
< 0.05). In addition, the result whereby a nine-ending price may trigger a
greater percentage of overestimates than that triggered by a zero-ending price among
people appraised as being certain of their incidental emotions was close to being
marginally significant (χ
2
(1) = 2.58,
p
= .108). In contrast, the results provided significant
evidence that a nine-ending price triggers a greater percentage of underestimates than a
zero-ending price among people uncertain of their emotions (χ
2
(1) = 4.09,
p
< .05). Taken
together, the results provided support for my inference.