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202305.12 Brain when it perceives prices ending in "8" as cheap. (Poster presentation and awards) Posted in RESEARCH

In Japan, there is a pricing practice of appealing to the cheapness of a product by presenting with “8” ended just-below price (e.g., 298 yen). In previous study, consumers have actually been shown to perceive products with such “8” ended just-below price as irrationally cheap, however the neural basis is not clear.
We study the neural basis by which this pricing practice in Japan affects consumer price perception and we have presented the status of our research to date at 10th tohoku university ensemble workshop. Also, this poster presentation received an award. (Ogata)

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