The Effects of Consumer Emotion on Nine-Ending Prices

消費者情緒在九尾數定價效果的影響

鄭尹惠(Yin-Hui Cheng) ； 莊世杰(Shih-Chieh Chuang) ； 黃千容(Molly Chien-Jung Huang)

《臺大管理論叢》 28卷1期 (2018/04) Pp. 213-254

https://doi.org/10.6226/NTUMR.201804_28(1).0006

摘要

Previous research has ignored the influence of emotional processing on nine-ending price effect. Building on the theory of fluency, Studies 1a, 1b and 2 investigate the influence of incidental emotion on the level and image effects of nine-ending prices and on the effect such prices have on product image under the mediating role of processing fluency. The empirical results of Studies 1a, 1b and 2 demonstrate that consumers who feel happy have higher purchase intention with respect to items with nine-ending prices than do consumers who feel sad. Study 3 distinguishes between the influences of incidental emotional certainty and uncertainty on the quantity of nine-ending priced items purchased. Study 4 shows that consumers are less affected by nine-ending prices under the joint evaluation mode than they are under the separate evaluation mode. These findings provide important insights into the perspectives of incidental emotion and processing fluency on the nineending prices.

關鍵字

fluency ； emotion ； nine-ending price

並列摘要

過去的研究忽視了情緒處理對九尾數定價效果的影響。在流暢理論的基礎上，研究1a，1b和研究2探討情緒對九尾數定價水準和意象效應的影響，以及在流暢程度做為中介變數的情況下，情緒對以九尾數定價產品之意象效應的影響。研究結果顯示，相對於感到悲傷的消費者而言，感到快樂的消費者對於九尾數定價的商品具有較高的購買意向。研究3將情緒的確定性和不確定性對購買九尾數定價物品的數量的影響進行區分。研究4顯示，相對於在單獨評估模式下的消費者，在聯合評估模式下的消費者受到九尾數定價的影響較小。在情緒與流暢程度對九尾數定價影響的觀點上，本研究提供了重要的見解。

並列關鍵字

流暢 ； 情緒 ； 九尾數定價

參考文獻

Ackert, L. F.,Church, B. K.,Deaves, R.(2003).Emotion and financial markets.Economic Review.88(2),33-41.

Adaval, R.(2003).How good gets better and bad gets worse: Understanding the impact of affect on evaluations of known brands.Journal of Consumer Research.30(3),352-367.

Anderson, E. T.,Simester, D. I.(2003).Effects of $9 price endings on retail sales: Evidence from field experiments.Quantitative Marketing and Economics.1(1),93-110.

Ashby, F. G.,Isen, A. M.,Turken, A. U.(1999).A neuropsychological theory of positive affect and its influence on cognition.Psychological Review.106(3),529-550.

Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology.51(6),1173-1182.