Gaston-Breton, Charlotte - Departamento de Economía de la Empresa, Universidad … - 2011
This research addresses the persuasive effect of 99-ending prices and carries out a choice-based conjoint analysis among 318 shoppers. We propose that 99-ending prone consumers engage in a heuristic process either consciously — they consider a 99-ending as a signal for a “good deal”— or...