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The Effect of Pricing Strategy on Home Selection and Transaction Prices: An Investigation of the Left-Most Digit Effect

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  • Eli Beracha
  • Michael J. Seiler

Abstract

In this study, we examine whether homebuyers favor homes associated with just below pricing strategies or those with rounded prices (e.g., $199,900 vs. $200,000). The inclination for just below pricing allows sellers that use just below pricing to set a higher asking price without driving away potential buyers. Rounded priced homes, on the other hand, sell significantly faster and at a smaller discount from list price compared with just below priced homes. We find that the just below pricing strategy yields the highest transaction price relative to the true underlying home value. This suggests sellers exploit buyers' preference for just below priced homes with a higher initial listing price that outweighs the lower discount and shorter time on market associated with similar round priced homes, making just below pricing the more effective pricing strategy.

Suggested Citation

  • Eli Beracha & Michael J. Seiler, 2015. "The Effect of Pricing Strategy on Home Selection and Transaction Prices: An Investigation of the Left-Most Digit Effect," Journal of Housing Research, Taylor & Francis Journals, vol. 24(2), pages 147-161, January.
    • Handle: RePEc:taf:rjrhxx:v:24:y:2015:i:2:p:147-161
    DOI: 10.1080/10835547.2015.12092101
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    1. Michael Seiler & Mark Lane & David Harrison, 2014. "Mimetic Herding Behavior and the Decision to Strategically Default," The Journal of Real Estate Finance and Economics, Springer, vol. 49(4), pages 621-653, November.
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    4. Michael Seiler & Poornima Madhavan & Molly Liechty, 2012. "Toward an Understanding of Real Estate Homebuyer Internet Search behavior: An Application of Ocular Tracking Technology," Journal of Real Estate Research, Taylor & Francis Journals, vol. 34(2), pages 211-242, January.
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    8. Michael J. Seiler & Vicky L. Seiler & Mark A. Lane & David M. Harrison, 2012. "Fear, Shame and Guilt: Economic and Behavioral Motivations for Strategic Default," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 40, pages 199-233, December.
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    Cited by:

    1. Robert M. Schindler & Mathew S. Isaac & Rebecca Jen-Hui Wang, 2023. "Strategic use of just-below numbers in packaged-foods calorie information," Marketing Letters, Springer, vol. 34(2), pages 237-250, June.
    2. Jason Beck & Lindsay Levine & Michael Toma, 2024. "Just‐below pricing in real estate: Impact by price segment and market conditions," American Journal of Economics and Sociology, Wiley Blackwell, vol. 83(1), pages 17-34, January.

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