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• W4366422183 abstract "Marketers’ proclivity for just-below prices (e.g., $9.99) is rooted in an expected higher demand than for round prices ($10.00). The literature, however, lacks a comprehensive assessment of when and how price endings matter. Three mechanisms might explain price-ending effects on consumers’ purchase decisions: just-below prices (1) improve price perceptions, but (2) impair perceived product quality, and (3) cause consumers to underestimate prices. A preregistered meta-analysis (k = 69 studies, m = 362 effect sizes, N = 40,541) established that just-below (vs. round) prices tend to increase purchase decisions (g = 0.13, CI95%[0.01,0.25]), result in an advantageous price image (g = 0.28, CI95%[0.09,0.48]), have no effect on perceived product quality (g = 0.00, CI95%[–0.17,0.18], p = .96), and are more often underestimated (g = 0.67, CI95%[0.04,1.30]). Participant, study, price and product characteristics moderate the magnitude of these effects. Overall, the effect sizes are small and highly heterogenous, p-curve analyses revealed a large proportion of non-significant effects, and publication-bias corrections suggest smaller and, at times, non-significant true effects. We discuss theoretical and applied implications for the pricing literature." @default.
• W4366422183 created "2023-04-21" @default.
• W4366422183 creator A5013683435 @default.
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• W4366422183 date "2023-05-21" @default.
• W4366422183 modified "2023-09-29" @default.
• W4366422183 title "A meta‐analysis on the effects of just‐below versus round prices" @default.
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• W4366422183 doi "https://doi.org/10.1002/jcpy.1353" @default.
• W4366422183 hasPublicationYear "2023" @default.
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• W4366422183 hasAuthorship W4366422183A5043782008 @default.

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