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News Archive

MonthlyFOctober 2023

202310.29 An fMRI study of consumer responses to 8-ended pricing (Poster Presentation) Posted in RESEARCH

In this study, we investigated consumers' neural responses to price ending practice, which affects consumers' price perception by causing price displays to decline below a major price level. The mechanism by which consumers perceive the price as irrationally cheap by price ending practice has been explained from two perspectives: the effect caused by the leftmost digit and the price image effect caused by the rightmost number of the price being a specific number (8 in Japan), however the neural basis of these effect is unknown. We presented the results of an fMRI study of the neural basis of each of these effects on consumer responses to price ending practice at the 12th Marketing Conference 2023. I enjoyed it! (Ogata)