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Through five experiments, we provide a cognitive account of when and why nine-ending prices are perceived to be smaller than a price one cent higher. First, this occurs only when the leftmost digits of the prices differ (e.g., $2.99 vs. $3.00). Second, the left-digit effect also depends on the numerical and psychological distances between the target price… (More)
(co-chaired by the first two authors).
This paper introduces the method of single-neuron recording in humans to marketing and consumer researchers. First, we provide a general description of this methodology, discuss its advantages and disadvantages, and describe findings from previous single-neuron human research and their implications for consumer research. Second, we present an illustrative… (More)