The not-so-odd couple: Odd pricing in a luxury context - HAL Access content directly
Journal articles Journal of Business Research Year : 2021

The not-so-odd couple: Odd pricing in a luxury context

Abstract

Two large samples of prices indicate that odd prices (i.e., prices just below a round number, for example €1,495 vs. €1,500) are used in the pricing of luxury products. An analysis of price endings suggests that luxury brand managers rely less on the drop-off mechanism than on the meaning mechanism, both of which have been used to show that odd prices influence consumers in the Fast-Moving Consumer Goods (FMCG) industry. Building on the odd-ending price justification effect, a conjoint analysis, indicating that a large proportion of luxury consumers prefer odd prices, supports the likely role of a guilt-relief mechanism in the pricing of luxury products.
Main file
Thumbnail
JBRManuscript-finalsubmission.pdf ( 787.31 Ko ) Download
Origin : Files produced by the author(s)
Loading...

Dates and versions

halshs-03503449, version 1 (27-12-2021)

Identifiers

Cite

Annalisa Fraccaro, Sandrine Macé, Béatrice Parguel. The not-so-odd couple: Odd pricing in a luxury context. Journal of Business Research, 2021, 136, pp.356-365. ⟨10.1016/j.jbusres.2021.07.048⟩. ⟨halshs-03503449⟩
98 View
423 Download
Last update date on 5/12/24
How are these indicators produced

Altmetric

Share

Gmail Facebook Twitter LinkedIn More