Nine-ending prices and consumer's behavior: A field study in a restaurant

Guéguen, Nicolas; Jacob, Céline; Legohérel, Patrick; Ngobo, Paul-Valentin

doi:10.1016/j.ijhm.2008.03.009

Cited by 14 publications

(11 citation statements)

References 7 publications

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“…On the other hand, it cannot be excluded that there are particular associations with specific digit combinations emerging from their accumulation in everyday life. For instance, it has been shown repeatedly that nine‐ending prices are perceived as being considerably smaller than matching whole‐number prices (i.e., 4.99$ ≫ 5$, e.g., Thomas & Morwitz, ; Guéguen, Jacob, Legoherel, & NGobo, ). Comparable to the case of tie numbers (e.g., 55) and multiples of 10 (e.g., 30) being more frequent in everyday life (Dehaene & Mehler, ), such everyday experiences with specific digit combinations may influence numerical cognition in general.…”

Section: Discussionmentioning

confidence: 99%

Influences of Cognitive Control on Numerical Cognition—Adaptation by Binding for Implicit Learning

Moeller¹,

Klein

Nuerk³

2013

Topics in Cognitive Science

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Recently, an associative learning account of cognitive control has been suggested (Verguts & Notebaert, 2009). In this so-called adaptation by binding theory, Hebbian learning of stimulusstimulus and stimulus-response associations is assumed to drive the adaptation of human behavior. In this study, we evaluated the validity of the adaptation-by-binding account for the case of implicit learning of regularities within a stimulus set (i.e., the frequency of specific unit digit combinations in a two-digit number magnitude comparison task) and their association with a particular response. Our data indicated that participants indeed learned these regularities and adapted their behavior accordingly. In particular, influences of cognitive control were even able to override the numerical distance effect-one of the most robust effects in numerical cognition research. Thus, the general cognitive processes involved in two-digit number magnitude comparison seem much more complex than previously assumed. Multi-digit number magnitude comparison may not be automatic and inflexible but influenced by processes of cognitive control being highly adaptive to stimulus set properties and task demands on multiple levels.

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Section: Discussionmentioning

confidence: 99%

Influences of Cognitive Control on Numerical Cognition—Adaptation by Binding for Implicit Learning

Moeller¹,

Klein

Nuerk³

2013

Topics in Cognitive Science

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“…E-mail address: hychuo@dragon.nchu.edu.tw been proposed to help agglomerate research findings and guide the development of practical occupational safety programs and compare with myriads of studies emphasize other facets of the consumer behavior in restaurants (e.g., Guéguen et al, 2009Guéguen et al, , 2012Heung and Gu, 2012;Milliman, 1986;Tse et al, 2002;Wei and Miao, 2013;Yang et al, 2009), it is surprising that little research has discussed or explored consumers' self-protective behavior in tourism and hospitality literature.…”

Section: Introductionmentioning

confidence: 99%

Restaurant diners’ self-protective behavior in response to an epidemic crisis

Chuo

2014

International Journal of Hospitality Management

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a b s t r a c tThis study is designed to conceptually propose and empirically examine a theoretical model for restaurant diners' self-protective behavior in response to an epidemic crisis. Based on Weinstein's five-stage PAPM, a prospective model and a classification scheme for five corresponding types of self-protective behavior adopters are proposed in this study. By using ten-year longitudinal survey data provided by a timely research sample which was obtained from a multi-store restaurant's diner club members immediately after the peak period of the SARS outbreak in Taiwan, both theoretical and managerial applicability of the proposed stage-based model are empirically verified in this study. The results show that the type of self-protective behavior respondents adopted is significantly associated with their marital status and risk attitude toward the epidemic. Besides, respondents significantly advance their type of self-protective behavior adoption along successive epidemics from the SARS to avian influenza A(H7N9) in decade.

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“…These endings, which we refer to as just-below price endings , are characterized by (1) high rightmost digits and (2) leftmost digits that are lower than they would be if the round-number price had been used. Just-below pricing has been shown to be associated with higher sales (Anderson and Simester 2003; Gueguen et al 2009; Schindler and Kibarian 1996), although that is not always the case (Blattberg and Wisniewski 1987; Bray and Harris 2006).…”

mentioning

confidence: 99%

Hospitality Managers’ Price-Ending Beliefs

Schindler

Parsa

Naipaul

2011

Cornell Hospitality Quarterly

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The use of “just-below” pricing (such as pricing an item at $6.99 or $6.95, rather than $7.00) has been common in some segments of the hospitality industry (such as quick-service and mid-scale dining). The results of a detailed survey of the price-ending beliefs of hospitality managers show that many believe that just-below prices connote good value and round-number prices connote high quality. Furthermore, the majority of these managers believe that consumers tend to drop off or otherwise give insufficient consideration to a price’s rightmost digits. Although one might expect this drop-off belief among those managers who use just-below price endings, it is found also in a majority of those managers who do not use just-below price endings. The survey results suggest that managers who decline the benefits of a consumer drop-off tendency do so because they also believe in one or more possible negative consequences of using just-below price endings. These include the beliefs that just-below endings (1) impair perceptions of high quality, (2) work against an upscale image, (3) give an impression of not being fully honest or straightforward, and (4) involve inconvenience in calculating or communicating the price or in making change.

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Nine-ending prices and consumer's behavior: A field study in a restaurant

Cited by 14 publications

References 7 publications

Influences of Cognitive Control on Numerical Cognition—Adaptation by Binding for Implicit Learning

Influences of Cognitive Control on Numerical Cognition—Adaptation by Binding for Implicit Learning

Restaurant diners’ self-protective behavior in response to an epidemic crisis

Hospitality Managers’ Price-Ending Beliefs

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