This Number Just Feels Right: The Impact of Roundedness of Price Numbers on Product Evaluations

  title={This Number Just Feels Right: The Impact of Roundedness of Price Numbers on Product Evaluations},
  author={Monica Wadhwa and Kuangjie Zhang},
  journal={Journal of Consumer Research},
This research proposes that because rounded numbers are more fluently processed, rounded prices (e.g., $200.00) encourage reliance on feelings. In contrast, because nonrounded numbers are disfluently processed, nonrounded prices (e.g., $198.76) encourage reliance on cognition. Thus, rounded (nonrounded) prices lead to a subjective experience of "feeling right" when the purchase decision is driven by feelings (cognition). Further, this sense of feeling right resulting from the fit between the… 

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