Business Faculty Publications
Document Type
Article
Publication Date
1-27-2012
Publication Title
Marketing Letters
Keywords
advertisement; pricing; message framing; marketing
Disciplines
Advertising and Promotion Management | Marketing
Abstract
While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.
Recommended Citation
Choi, J., Lee, K., Ji, Y. (2012). What type of framing message is more appropriate with nine-ending pricing? Marketing Letters, 23(3), 603-314. doi:10.1007/s11002-012-9164-7
DOI
10.1007/s11002-012-9164-7
Version
Postprint
Publisher's Statement
The final publication is available at Springer via http://dx.doi.org/10.1007/s11002-012-9164-7
Volume
23
Issue
3
