November 3: Expensive Accessories on a Price Tag: Commas and Cents (Strategy & Business)

November 6, 2012

How numbers are presented can distort a consumer’s perceptions.

Title: Comma N’ Cents in Pricing: The Effects of Auditory Representation Encoding on Price Magnitude Perceptions (Fee or subscription required)

Authors: Keith S. Coulter (Clark University), Pilsik Choi (Clark University), and Kent B. Monroe (University of Richmond)

Publisher: Journal of Consumer Psychology, vol. 22, no. 3

Suppose you’re shopping for a laptop computer and have narrowed your options to two similar ...

Full Article