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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 4 Percentage of the Response Types in SE and JE Modes in Studies 3 and 4
Accu.
a
Over
b
Under
c
Study 3
Certainty-positive (Happiness)
0-ending
65
30
5
9-ending
30
55
15
Certainty-negative (Disgust)
0-ending
70
15
15
9-ending
45
35
20
Uncertainty-positive (Hopefulness)
0-ending
65
20
15
9-ending
40
40
20
Uncertainty-negative (Fear)
0-ending
75
5
20
9-ending
25
5
70
Study 4
Separate-positive
0-ending
70
20
10
9-ending
35
55
10
Separate-negative
0-ending
70
20
10
9-ending
40
5
55
Joint-positive
0-ending
75
20
5
9-ending
65
30
5
Joint-negative
0-ending
75
10
15
9-ending
70
5
25
a Accu.: The percentage of accurate group
b Over.: The percentage of overestimated group
c Under.: The percentage of underestimated group
Discussion
Study 3 demonstrated that differences in quantitative estimates made by people
experiencing a high level of processing fluency induced by certainty in their emotions and
those made by people with a low level of processing fluency induced by uncertainty in
their emotions are greater when people experience positive emotions than when they
experience negative emotions. These results helped clarify the role of incidental emotion
and demonstrated the mediating influence of processing fluency on the nine-ending price
effect. Nevertheless, further analysis was required in Study 4 to answer the second
question referred to above.
3.4 Study 4
Study 3 differentiated between the influences of emotional certainty and emotional
uncertainty on the nine-ending price effect. The findings helped clarify that not all positive