Cultural Superstitions and the Price Endings Used in Chinese Advertising

@inproceedings{Simmons2003CulturalSA,
  title={Cultural Superstitions and the Price Endings Used in Chinese Advertising},
  author={Lee Chadwick Simmons and Robert Schindler},
  year={2003}
}
Abstract In traditional Chinese superstition, the numerical digit 8 is associated with prosperity and good luck and the digit 4 is associated with death. An examination of the price endings used in a sample of Chinese price advertisements indicates a distinct tendency to favor the digit 8 and to avoid the digit 4. These results constitute evidence of the role of superstition in the Chinese marketplace and provide guidance for setting prices in this increasingly important market. 

Figures from this paper.

Citations

Publications citing this paper.
SHOWING 1-10 OF 45 CITATIONS

References

Publications referenced by this paper.
SHOWING 1-4 OF 4 REFERENCES

" The Hound of the Baskervilles Effect : Natural Experiment on the Influence of Psychological Stress on Timing of Death

Harold J Rudolph
  • British Medical Journal
  • 2001

" The Universality of the Signal Theory for Products and Services

Gargan, A Edward
  • Journal of Business Research
  • 2001

Centry , Sunkyu Jun , and Fredric Kropp ( 1999 ) , " Cultural Values Reflected in Theme and Execution : A Comparative Study of U . S . and Korean Television Commercials

Niraj Dawar, Philip Parker
  • " Marketing Universals : Consumers ' Use of Brand Name , Price , Physical Appearance , and Retailer Reputation As Signals of Product Quality , " Journal of Marketing
  • 1994
VIEW 1 EXCERPT