Departmental Bulletin Paper An Empirical Analysis of Odd Pricing Using PSM Data

Okuse, Yoshiyuki

47 ( 7 )  , pp.1 - 14 , 2016-01-31 , 専修大学商学研究所
It is evident in our daily lives that most consumer goods are not sold at the just price, but rather at the just-below price. To examine the effect of odd pricing, including just-below pricing, numerous empirical studies have been conducted. In spite of these efforts, a consistent conclusion has not been obtained so far.The goals of this research are: (1) to examine the existence of the effect of odd pricing on consumers' price acceptance using PSM analysis, and (2) to examine the mechanisms of the effect: the level and image effects. To do so, questionnaire data for PSM are used.

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