Abstract
This study examines the dimensions consumers use to perceive odd and even prices. A-priori dimensions were developed to measure these perceptions. Subjects were shown ads for low, medium and high-priced products that were either even or odd- priced. They were then asked to respond to a series of questions designed to measure perceptual dimensions. A factor analysis was performed to evaluate the a-priori dimensions. The results confirmed these dimensions.
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Quigley, C.J., Notarantonio, E.M. (2015). Perceptual Dimensions of Odd and Even Pricing. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_105
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DOI: https://doi.org/10.1007/978-3-319-13159-7_105
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