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What type of framing message is more appropriate with nine-ending pricing?

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  • Jungsil Choi
  • Kiljae Lee
  • Yong-Yeon Ji

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. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Jungsil Choi & Kiljae Lee & Yong-Yeon Ji, 2012. "What type of framing message is more appropriate with nine-ending pricing?," Marketing Letters, Springer, vol. 23(3), pages 603-614, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:603-614
    DOI: 10.1007/s11002-012-9164-7
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    References listed on IDEAS

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    Cited by:

    1. Snir, Avichai & Levy, Daniel, 2021. "If You Think 9-Ending Prices Are Low, Think Again," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1 (Forthc).
    2. Samer Sarofim & Frank G. Cabano, 2018. "In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior," Marketing Letters, Springer, vol. 29(3), pages 391-404, September.
    3. Syon P. Bhanot & Christina A. Roberto & Anjali Chainani & Charles Williamson & Mehra den Braven, 2019. "Testing effects of loss framing and checklists: evidence from a field experiment on wellness program participation in Philadelphia," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 5(2), pages 210-222, December.
    4. Jeong, Ji Youn & Crompton, John L., 2018. "Do subjects from high and low context cultures attribute different meanings to tourism services with 9-ending prices?," Tourism Management, Elsevier, vol. 64(C), pages 110-118.
    5. Yang, Bi & Mattila, Anna S., 2020. "Consumer responses to savings message framing," Annals of Tourism Research, Elsevier, vol. 84(C).

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