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Are Consumers Heterogeneous in their Preferences for Odd and Even Prices? New Empirical Findings from a Conjoint Study

Baumgartner, Bernhard and Steiner, Winfried (2007) Are Consumers Heterogeneous in their Preferences for Odd and Even Prices? New Empirical Findings from a Conjoint Study. International Journal of Research in Marketing 24 (4), pp. 312-323.

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Abstract

While marketing theories provide some justification for the common practice of setting 9-ending prices, the results of empirical studies are not conclusive on the effects of odd pricing. Nearly all empirical studies have been conducted at the aggregate consumer level, thereby implicitly assuming that consumers respond to odd prices homogeneously. In this research, we analyze consumers' ...

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Item Type:Article
Date:December 2007
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
Identification Number:
ValueType
10.1016/j.ijresmar.2007.05.003DOI
Keywords:Odd price; Even price; Heterogeneity; Hierarchical Bayes
Subjects:300 Social sciences > 330 Economics
Status:Published
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Unknown
Owner: Petra Gürster
Deposited On:25 Jun 2007
Last Modified:05 Aug 2009 13:36
Item ID:2087
Owner Only: item control page
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