Abstract
The strategy of odd pricing, although common among retailers, has not received much attention from researchers. This study explores the perceptions of test subjects of odd and even prices at various price levels. Differences in perceptions were found in both high and medium price level products which were priced odd and even. Managerial implications are discussed and future research questions are developed.
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References
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© 2015 Academy of Marketing Science
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Quigley, C.J., Notarantonio, E.M. (2015). An Exploratory Investigation of Perceptions of Odd and Even Pricing. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_63
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DOI: https://doi.org/10.1007/978-3-319-13248-8_63
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Online ISBN: 978-3-319-13248-8
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