Journal of Marketing Behavior > Vol 2 > Issue 4

Price Endings that Matter: A Conceptual Replication of Implicit Egotism Effects in Pricing

Markus Husemann-Kopetzky, University of Paderborn, Germany, markus.kopetzky@wiwi.uni-paderborn.de Sören Köcher, TU Dortmund University, Germany, soeren.koecher@tu-dortmund.de
 
Suggested Citation
Markus Husemann-Kopetzky and Sören Köcher (2017), "Price Endings that Matter: A Conceptual Replication of Implicit Egotism Effects in Pricing", Journal of Marketing Behavior: Vol. 2: No. 4, pp 313-324. http://dx.doi.org/10.1561/107.00000040

Published: 13 Apr 2017
© 2017 M. Husemann-Kopetzky and S. Köcher
 
Subjects
Consumer behavior,  Behavioral decision making
 
Keywords
Consumer BehaviorBehavioral Decision MakingBehavioral Pricing
 

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In this article:
Introduction
Study 1
Study 2
Study 3
General Discussion
References

Abstract

We conceptually replicate Coulter and Grewal's (2014) study on the birthday-number effect in pricing, according to which customers exhibit a preference for prices resembling their own birthday. We find that this effect extends beyond the self to other objects customers have associations with (e.g., sports teams) and that this effect is bi-directional — e.g., increasing or decreasing purchase intentions — depending on the valence of the customer's association.

DOI:10.1561/107.00000040