 |
|
|
|
以作者查詢圖書館館藏 、以作者查詢臺灣博碩士 、以作者查詢全國書目 、勘誤回報 、線上人數：41 、訪客IP：3.133.153.61
姓名 王志文(Jyh-Wen Wang) 查詢紙本館藏 畢業系所 企業管理學系 論文名稱 影響左位數效果之因素探討
(On the Conditions Affecting the Left-Digit Effect)相關論文 檔案 [Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
摘要(中) 左位數效果已被學者證實對價格認知造成影響，當兩個被比較的數字之最左位數不同及較接近時，將產生左位數效果，造成九結尾的價格知覺顯著較低。在先前的研究鮮少探討左位數對價格認知影響的可能干擾變數，本論文者主要探討價格實際顯示的方式、消費者的心理因素、以及更廣泛的價格範圍，在比較價格時對左位數效果與知覺價格差異可能產生之影響。
本論文採用實驗設計，透過八個實驗檢驗實體及心理因素，以及更廣泛之價格水準對知覺價格差異的影響，以更深瞭解左位數效果的產生及減弱之處理機制，並希望這樣致力對左位數效果之邊界的瞭解有所貢獻。結果證實，在比較三位數整數的價格時，兩個比較價格之左位數不同時，九結尾價格的知覺價格差異將顯著大於零結尾價格之知覺差異，而當左位數相同時，則無顯著差異。此外，本論文也發現，於非九結尾的條件下，也產生相同的情形。
本論文同時發現，價格的字體大小、數字的距離，以及價格的顯示方式，會對左位數與知覺價格差異大小產生影響，當較低的目標價格之字體顯示較大、數字字元間的距離加大，以及採用垂直的顯示方式，將使左位數效果對知覺價格差異大小之影響不顯著。另外，亦發現數字的大小及位數，會干擾左位數對知覺價格差異大小之影響，於三位數整數時，當左位數之數字較大時，及四位數整數時，左位數效果將減弱或不產生，這發現指出左位數效果新邊界的存在。
另外，本論文也發現時間壓力及動機，會干擾左位數效果對知覺價格差異大小的影響，當消費者在有時間的壓力下，或於缺乏動機去處理資訊，左位數效果會對價格認知產生影響；但若消費者有動機去處理資訊，且沒有時間壓力的條件下，左位數效果將不產生。摘要(英) The left-digit effect describes what happens when product prices are presented in a certain way, for example at one cent below a whole number. The influence exerted means that prices are encoded at significantly different levels when the leftmost digit is changed to a lower level (e.g., $3.00 and $2.99), but this is not the case if the leftmost digit remains unchanged (e.g., $3.20 to $3.19). It has been shown that the leftmost digits can exert a disproportionate influence on the encoding of the perceived magnitude of a price when the leftmost digits differ and when the two prices being compared are closer (e.g., $3.99 vs. $5.00 compared to $3.99 vs. $6.00).
The left-digit effect has been shown to have a big impact on the perceived numerical difference. However, in prior research relatively little was known about the possible impact of moderating variables on the left-digit effect. In this dissertation, an analog model adapted from the numerical cognition literature (Adaval and Monroe 2002; Monroe and Lee 1999) is used to explore how the left-digit effect and perceived numerical difference may be influenced by physical and psychological factors, and a much wider price level. Eight experiments are carried out to assess the conditions under which the left-digit effect occurs or weakens with the goal at providing a deeper understanding of the processing mechanisms that underlie this form of perceptual distortion. Further, it is hoped that this endeavor will contribute to our understanding of the boundaries to the left-digit effect.
The results of study 1 show that a nine ending price affects the perceived difference between two compared prices only if the leftmost digit changes, as in Thomas and Morwitz (2005). In study 2, the empirical study of the left-digit effect to is extended to non-nine ending numbers. Similarly, three digit numbers ending in 7 (e.g., 297 vs. 300) can also be underestimated in the same way as numbers ending in 9 (e.g., 299 vs. 300).
Study 3 to study 6 seek to explore the effect of price font size, distance between digits, and orientation (horizontal vs. vertical) on the relationship of left digit and perceived difference between two compared prices. The results indicate that the left-digit effect does not occur when the font size of the target price is magnified, the distance between the price digits is increased or the prices are displayed using a vertical model. In short, price font size, the way the price is displayed, and physical separation between the digits can affect numerical difference perceptions when comparing two prices.
In studies 6 and 7 are designed to explore how the left-digit effect and perceived numerical difference may be influenced by both the digit size and the number of digits. In study 6, a comparison of regular and sale prices, specifically three digit integers with different leftmost digits, shows that consumers perceive the price discount to be larger when the left digit is small (e.g., 1 or 4) than when it is large (e.g., 7). The lower the two prices being compared, the more likely it is that the left-digit effect will occur. The results of study 7 show that the perceived discount is likely to diminish when the number of digits is increased to produce a four digit integer. In other words, the number of digits can affect perceptions of the numerical difference when comparing two prices. Thus, the effect of a left-digit change to produce a nine-ending price would be weaker for higher-priced products. The findings indicate the existence of a novel boundary to the left-digit effect.
Study 8 is designed to further to explore how the dimensions of psychological distance and motivation affect the left-digit effect. The results suggest that the left-digit effect occurs when participants have a time constraint or have a low motivation to process information; it does not occur when participants have sufficient motivation to process information and the time constraint is less. In other words, when the motivation to deal with information is high and there is little pressure, consumers are more likely to process information systematically which tends to weaken the left-digit effect.關鍵字(中) ★ 左位數效果
★ 九結尾價格
★ 字體大小
★ 數字顯示方式
★ 數字間的距離
★ 價格大小
★ 數字位數
★ 韋伯定律
★ 時間距離
★ 動機關鍵字(英) ★ left-digit effect
★ nine-ending price
★ font size
★ digit appearance model
★ distance between digits
★ price level
★ number of digits
★ Weber-Fechner Law
★ temporal distance
★ motivation論文目次 ABSTRACT I
ACKNOWLEDGEMENTS V
TABLE OF CONTENTS VI
LIST OF FIGURES VIII
LIST OF TABLES IX
CHAPTER 1:INTRODUCTION 1
1.1 RESEARCH MOTIVATION 1
1.2 RESEARCH PURPOSE AND QUESTIONS 4
CHAPTER 2:LITERATURE REVIEW 9
2.1 ANCHORING IN PRICE COGNITION 10
2.1.1 Unaware Anchoring 10
2.1.2 Unintentional Anchoring 11
2.2 REPRESENTATIVENESS HEURISTIC IN PRICE COGNITION 14
2.2.1 Stroop effect 14
2.2.2 Representativeness of font size 15
2.2.3 Distance between digits 17
2.3 AVAILABILITY HEURISTIC IN PRICE COGNITION 20
2.3.1 The ease of computation effect 20
2.3.2 Distance effect and Weber-Fechner Law 21
2.3.3 Number of digits 23
2.4 HEURISTIC-SYSTEMATIC DUAL-PROCESSING IN PRICE COGNITION 26
2.4.1 Heuristic-systematic dual-processing model and sources of time pressure 26
CHAPTER 3:RESEARCH DESIGN AND RESULTS 28
3.1 OVERVIEW OF STUDIES 28
3.2 STUDY DESIGN AND RESULTS 31
3.2.1 Study 1 31
3.2.2 Study 2 37
3.2.3 Study 3 42
3.2.4 Study 4 47
3.2.5 Study 5 53
3.2.6 Study 6 58
3.2.7 Study 7 64
3.2.8 Study 8 73
CHAPTER 4:CONCLUSION 81
4.1 SUMMARY AND GENERAL DISCUSSION 81
4.2 IMPLICATIONS 85
4.3 LIMITATIONS AND FURTURE RESEARCH 89
REFERENCES 94
Appendix 1: Study 1 Questionnaire 100
Appendix 2: Study 2 Questionnaire 102
Appendix 3: Study 3 Questionnaire 103
Appendix 4: Study 4 Questionnaire 104
Appendix 5: Study 5 Questionnaire 105
Appendix 6: Study 6 Questionnaire 106
Appendix 7: Study 7 Pilot Test Questionnaire 109
Appendix 8: Study 7 Questionnaire 113
Appendix 9: Study 8 Questionnaire 116
LIST OF FIGURES
FIGURE 1 Research framework 30
FIGURE 2 Perceived difference in magnitude between the target and the standard prices in Study 1 34
FIGURE 3 Moderating effect of the left digit in price cognition for Study 1 34
FIGURE 4 Perceived difference in magnitude between the regular and sale prices in Study 2 39
FIGURE 5 Moderating effect of the left digit in price cognition for Study 2 40
FIGURE 6 Perceived difference in magnitude between the target and the standard prices in Study 3 44
FIGURE 7 Effects of the left-digit and font size in price cognition for Study 3 45
FIGURE 8 Perceived difference in magnitude between the regular and sale prices in Study 4 50
FIGURE 9 Effects of the left-digit and distance between digits in price cognition 51
FIGURE 10 Perceived difference in magnitude between the regular and sale prices in Study 5 55
FIGURE 11 Effects of the left-digit and price appearance model in price cognition 56
FIGURE 12 Perceived difference in magnitude between the regular and sale prices in Study 6 61
FIGURE 13 Effects of the left digit and price level in price cognition 61
FIGURE 14 Perceived difference in magnitude between the regular and sale prices in Study 7 68
FIGURE 15 Effects of the left digit, price level and number of digits in price cognition 69
FIGURE 16 Perceived difference in magnitude between the target and the sale prices in Study 8 77
FIGURE 17 Effects of left digit, time distance and source of time pressure in price cognition 78
LIST OF TABLES
TABLE 1 Stimuli used in Experiment 1 32
TABLE 2 Descriptive statistics for Study 1 35
TABLE 3 Repeated measures ANOVA for Study 1 35
TABLE 4 Tests of within-subjects contrasts for Study 1 35
TABLE 5 Tests of between-subjects effects for Study 1 36
TABLE 6 Stimuli used in Experiment 2 37
TABLE 7 Descriptive statistics for Study 2 40
TABLE 8 Repeated measures ANOVA for Study 2 41
TABLE 9 Stimuli used in Experiment 3 43
TABLE 10 Descriptive statistics for Study 3 46
TABLE 11 Repeated measures ANOVA for Study 3 46
TABLE 12 Stimuli used in Experiment 4 48
TABLE 13 Descriptive statistics for Study 4 52
TABLE 14 Repeated measures ANOVA for Study 4 52
TABLE 15 Stimuli used in Experiment 5 53
TABLE 16 Descriptive statistics for Study 5 57
TABLE 17 Repeated measures ANOVA for Study 5 57
TABLE 18 Stimuli used in Experiment 6 58
TABLE 19 Descriptive statistics for Study 6 62
TABLE 20 Repeated measures ANOVA for Study 6 62
TABLE 21 Stimuli used in Experiment 7 66
TABLE 22 Descriptive statistics for Study 7 70
TABLE 23 Repeated measures ANOVA for Study 7 71
TABLE 24 Stimuli used in Experiment 8 74
TABLE 25 Descriptive statistics for Study 8 79
TABLE 26 Repeated measures ANOVA for Study 8 80參考文獻 Adaval, R., & Monroe, K. B. (2002). Automatic Construction and Use of Contextual Information for Product and Price Evaluations. Journal of Consumer Research, 28(4), 572–587.
Algom, D., Dekel, A., & Pansky, A. (1996). The perception of number from the separability of the stimulus: The stroop effect revisited. Memory and Cognition, 24(5), 557-572.
Anderson, E. T., & Simester, D. I. (2003). Effects of $9 price endings on retail sales: Evidence from field experiments, Quantitative Marketing and Economics, 1(1), 93-110.
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intention: the intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-552.
Besner, D., & Coltheart, M. (1979). Ideographic and alphabetic processing in skilled reading of English. Neuropsychologia, 17, 467-472.
Bizer, G. Y., & Schindler, R. M. (2005). Direct evidence of ending-digit drop-off in price information processing. Psychology & Marketing, 22(10), 771-783.
Bornemann, T., & Homburg, C. (2011). Psychological distance and the dual role of price. Journal of Consumer Research, 38, 490-504.
Bowditch, H.P., & Warren, J.W. (1980). The knee-jerk and its physiological modifications. The Journal of physiology, 11(1-2), 25-64.
Chaiken, S. (1980). Heuristic versus systematic processing and the use of source vs. message cues in persuasion. Journal of Personality and Social Psychology, 39, 752-766.
Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and systematic information processing within and beyond the persuasion context. in Unintended thought, ed. Uleman, J.S., & Bargh, J. A., New York: Guilford, 212-252.
Chuang, S.C., Kung, C.Y., Cheng, Y.H., & Yu, S.L. (2009).The effects of nine-ending prices and the need for cognition in price cognition. Advances in Consumer Research, 36, 973-974.
Compeau, L. D., & Grewal, D. (1998). Comparative price advertising: An integrative review. Journal of Public Policy and Marketing, 17(2), 257-273.
Compeau, L. D., Grewall, D., & Chandrashekaran, R. (2002). Comparative price advertising: believe it or not. The Journal of Consumer Affairs, 36(2), 284-294.
Coulter, K. S. (2001). Odd-ending price underestimation: An experimental examination of left-to-right processing effects. The Journal of Product and Brand Management, 10(4/5), 276-292.
Coulter, K. S. (2003). The effects of congruent/incongruent magnitude representation on explicit and implicit knowledge of prices. The Journal of Product and Brand Management, 12(4/5), 293-306.
Coulter, K. S. (2008). Left-right, left-right: The effects of digit-direction on eye movement bias and price encoding strategy. Advances in Consumer Research, 35, 716-716.
Coulter, K. S., & Coulter, R. A. (2007). Distortion of price discount perceptions: The right digit effect. Journal of Consumer Research, 34 (2), 162-173.
Coulter, K. S., & Coulter, R.A. (2005). Size does matter: The effects of magnitude representation congruency on price perceptions and purchase likelihood. Journal of Consumer Psychology, 15(1), 64-76.
Coulter, K. S., & Norberg, P. A. (2009). The effects of physical distance between regular and sale prices on numerical difference perceptions. Journal of Consumer Psychology, 19, 144-157.
Dehaene, S. (1989). The psychophysics of numerical comparison: A reexamination of apparently incompatible data. Perception and Psychophysics, 45(6), 557-566.
Dehaene, S. (1992). Varieties of numerical abilities. Cognition, 44, 1-42.
Dehaene, S. (1997), The Number Sense, New York: Oxford University Press.
Dehaene, S., & Mehler, J. (1992). Cross-linguistic regularities in the frequency of number words. Cognition, 43, 1-29.
Dehaene, S., Bossini, S., & Giraux, P. (1993). The mental representation of parity and number magnitude. Journal of Experimental Psychology: General, 122(3), 371-396.
Dehaene, S., Dupoux, E., & Mehler, J. (1990). Is numerical comparison digital? Analogical and symbolic effects in two-digit number comparison. Journal of Experimental Psychology: Human Perception and Performance, 16(3), 626-641.
Dickhaut, J. W., & Eggleton, R. C. (1975). An examination of the processes underlying comparative judgments of numerical stimuli. Journal of Accounting Research, 13(1), 38-72.
Frank, R. H. (2004). Principles of economics. Boston, Mass : McGraw-Hill.
Henik A., & Tzelgov, J. (1982). Is three greater than five: The relation between physical and semantic size in comparison tasks. Memory and Cognition, 10(4), 389-395.
Hinrichs, J. V., Berie, J.L., & Mosell, M.K. (1982). Place information in multidigit number comparison. Memory and Cognition, 10(5), 487-495.
Hinrichs, J. V., Yurko, D. S., & Hu, J. M. (1981). Two-digit number comparison: use of place information. Journal of Experimental Psychology: Human Perception and Performance, 7(4), 890-901.
Jacoby, L. L., Woloshyn, V., & Kelley, C. (1989). Becoming famous without being recognized: Unconscious influences of memory produced by dividing attention, Journal of Experimental Psychology: General, 118(2), 115-125.
Kim, K., Zhang, M., & Li, X. (2008). Effects of temporal and social distance on consumer evaluations. Journal of Consumer Research, 35, 706-713.
Krishnan, H.S., & Chakravarti, D. (1999). Memory measures for pretesting advertisements: An integrative conceptual framework and a diagnostic template. Journal of Consumer Psychology, 8(1),1-37.
Kruglanski, A. W., & Freund, T. (1983). The freezing and unfreezing of lay inferences: Effects of impressional primacy, ethnic stereotyping and numerical anchoring. Journal of Experimental Social Psychology, 19, 448-468.
Labroo, A.A., & Patrick, V. M. (2008). Psychological distancing: Why happiness helps you see the big picture. Journal of Consumer Research, 35, 800-809.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
Manning, K. C., & Sprott, D. E. (2009). Price ending, left-digit effects, and choice. Journal of Consumer Research, 36(2), 328-335.
Miyazaki, A. D. (1993). How many shopping days until Christmas? A preliminary investigation of time pressures, deadlines, and planning levels on holiday gift purchases. Advances in Consumer Research, 20, 331-335.
Monroe, K. B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.
Monroe, K. B., & Lee, A. Y. (1999). Remembering versus knowing: Issues in buyers’ processing of price information. Journal of the Academy of Marketing Science, 27(2), 207-225.
Morwitz,V. G., Greenleaf, E. A., & Johnson, E.J. (1998), Divide and prosper: Consumers’ reactions to partitioned prices. Journal of Marketing Research, 35(4), 453-463.
Moyer, R. S., & Landauer, T. K. (1967). Time required for judgments of numerical inequality. Nature, 215, 1519–1520.
Northcraft, G. B., & Neale, M. A. (1987). Expert, amateurs, and real estate: An anchoring-and-adjustment perspective on property pricing decisions. Organizational Behavior and Human Decision Processes, 39, 84–97.
Nunes, J. C., & Boatwright, P. (2004). Incidental prices and their effect on willingness to pay. Journal of Marketing Research, 41(4), 457-466.
Olsen, G. D. (1995). Creating the Contrast: The influence of silence and background music on recall and attribute importance. Journal of Advertising, 24(4), 29-44.
Park, C. W., Iyer, E. S., & Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behavior: The role of store environment and time available for shopping. Journal of Consumer Research, 15, 422-455.
Poltrock, S.E., & Schwartz, D.R. (1984). Comparative judgments of multidigit numbers. Journal of Experimental Psychology: Learning, Memory and Cognition, 10(1), 32-45.
Sanbonmatsu, D. M., & Fazio, R. H. (1990). The role of attitudes in memory-based decision making. Journal of personality and social psychology, 59, 614-622.
Schindler, R. M. (2001). Relative price level of 99-ending prices: Image versus reality. Marketing Letters, 12(3), 239-247.
Schindler, R. M., & Kibarian, T. M. (1996). Increased consumer sales response though use of 99-ending prices. Journal of Retailing, 72(2), 187-199.
Schindler, R. M., & Kirby, P. N. (1997). Patterns of rightmost digits used in advertised prices: Implications for nine-ending effects. Journal of Consumer Research, 24(2), 192-201.
Schindler, R. M., & Wiman, A. R. (1989). Effect of odd pricing on price recall. Journal of Business Research, 19(3), 165-177.
Stiving, M., & Winer, R. S. (1997). An empirical analysis of price endings with scanner data. Journal of Consumer Research, 24 (1), 57-67.
Stroop, J.R. (1935). Studies of interference in serial verbal reactions. Journal of Experimental Psychology, 18, 643-662.
Suri, R., & Monroe, K.B. (2003). The effects of time constraints on consumers’ judgments of prices and product. Journal of Consumer Research, 30, 92-104.
Thomas, M., & Morwitz, V. (2005). Penny wise and pound foolish: The left-digit effect in price cognition. Journal of Consumer Research, 32(1), 54-64.
Thomas, M., & Morwitz, V. (2009). Heuristics in numerical cognition: Implications for pricing. Handbook of Research in Pricing, Vithala Rao, ed., Edward Elgar Publishing, 132-149.
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185, 1124-1131.
Zajonc, R. B. (1980). Feeling and thinking: Preferences need no inferences, American Psychologist, 35(2), 151–175.指導教授 林建煌(Chien-Huang Lin) 審核日期 2016-6-13 推文 plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
網路書籤 Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit