This research proposes that because rounded numbers are more fluently processed, rounded prices (e.g., $200.00) encourage reliance on feelings. In contrast, because nonrounded numbers are disfluently processed, nonrounded prices (e.g., $198.76) encourage reliance on cognition. Thus, rounded...

This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision-making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice options to the choice...