242 /304
消費者情緒在九尾數定價效果的影響
242
happiness and the different evaluation modes with nine- and zero-ending digits on
incidental emotions. A simple main effect of emotion induction significantly influenced
the respondents’ ratings of their happiness (
F
(1, 178) = 47.04,
p
< .01). However, no other
effects were found (all
F
values < 1.56, all
p
values > .21). The results confirmed the
effectiveness of the emotion manipulation scheme employed in this experiment.
An ANOVA was performed for the quantitative estimates. The interaction effect of
evaluation condition and incidental emotion on the nine-ending price effect was
significant (
F
(2,174) = 4.33,
p
< 0.05). Further planned paired contrasts of the differences
between mean quantitative estimates for nine-ending and zero-ending priced items
revealed a significant difference between positive and negative emotions for participants
under the SE condition (
M
Diff-SE-Positive
= 2.25,
M
Diff-SE-Negative
= .80,
F
(1, 88) = 5.79,
p
< 0.01). In
addition, the analysis indicated an insignificant pattern for those under the JE condition
(
M
Diff-JE-Positive
= .45,
M
Diff-JE-Negative
= .08,
F
(1, 88) = 2.28,
p
= .13). All of the results provided
support for H4.
Further examination of the analyses demonstrated an interaction among evaluation
modes, overestimates and underestimates, and nine- and zero-ending prices (χ
2
(1) = 4.05,
p
< .05). There was also a significant effect whereby a nine-ending price may trigger a
greater overestimate than that triggered by a zero-ending price among people in the SE
mode (χ
2
(1) = 28.70,
p
< .01). In contrast, the results showed a significantly greater
percentage of underestimates were triggered by a nine-ending price than by a zero-ending
price among people in the JE mode (χ
2
(1) = 2.94,
p
< .1). Taken together, the results
provided support for the inference of this research.
Discussion
Study 4 demonstrated that differences between quantitative estimates made by
individuals with a high level of processing fluency induced by the SE mode and those
made by individuals with a low level of processing fluency induced by the JE mode were
greater when they had positive emotions than when they had negative emotions. These
results therefore provided an answer to the second question of how different evaluation
modes may cause different nine-ending price effects and provided further clarification of
the important role played by incidental emotion. The results also demonstrated the
mediating influence of processing fluency on the nine-ending price effect.