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to boost sales as long as shoppers do not perceive significant negative quality signals.
Moreover, if store managers want to stage successful promotions, promotional products
must be set up in a specific location far from products not being promoted to prevent
decreasing the effectiveness of nine-ending pricing.
Limitations and Directions for Future Research
The studies reported in this article are subject to a number of potential limitations.
First, undergraduate students were used as subjects to explain the relationship between
nine-ending price effects and emotion. Second, purchase decisions are likely to be
moderated by the consumer’s degree of involvement. Although a pretest was conducted to
ensure the stimulus materials selected for the main experiment were moderately familiar,
and there was a minimal level of variance in the degree of consumer familiarity, the
degree to which respondents became involved was beyond our control. Gupta and Cooper
(1992) suggested that price tactics employed by luxury stores do not tend to be affected by
unmotivated processing or ignorance of price information. It follows that the effect of
emotion should be weaker in upper-end stores than in lower-end stores. The effect of
emotion on nine-ending prices should also be more pronounced for less expensive
products (Kim and Kramer, 2006). Both of these issues merit further research.
The effect of emotion on the nine-ending price effect may also be explained by the
mood-congruent memory (MCM) model, the evaluation of objects and events is
negatively influenced by negative emotions and positively influenced by positive
emotions (Chuang, 2007; Innes-Ker and Niedenthal, 2002; Lin, Yen, and Chuang, 2006).
Thus, when people experience a positive emotion, they will recall various pleasant events
and view the information in a positive way. For example, they will be willing to believe
the offered selling price of an object, and correspondingly, view the nine-ending price as
an indicator of monetary gain, thus greatly increasing the transaction value. In contrast,
when people experience a negative emotion, they will recall various negative experiences
and project them onto the information. They will be unwilling to believe the offered
selling price and view the nine-ending price as an indicator of product quality sacrifice,
thus reducing the transaction value. Hence, individuals in a positive emotional condition
will perceive a greater transaction value in a nine-ending price than will those in a
negative emotional condition. The mood-congruent memory (MCM) model in explaining
emotional effect on nine-ending effects should be further verified in future studies.