Tripathi, Avinash; Pandey, Neeraj - In: Journal of Consumer Marketing 35 (2018) 2, pp. 143-156
Purpose: The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under...