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A cross-cultural study on the effect of decimal separator on price perception
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Orientador(es)
Resumo(s)
The impact of decimal separator use in prices has not received attention in previous
research. The present study examines the effect of the two worldwide prevailing
separators, comma and dot, on the price perception of Portuguese and US consumers via
an anchoring and adjustment cognitive processing model. Both separator types were
characterized in terms of their visual salience, either salient or non-salient, and
contextual novelty, either familiar or novel. Price perception was measured in its
negative role, as an outlay of economic resources. Applying a factorial design for
multivariate testing of the hypothesized model which predicted lower price perception
for salient and novel separators, the results indicated that the separators’ choice has no
effect on its own. In turn, an interaction among the separators’ salience and novelty
occurred mainly driven by two of the six presented products, possibly revealing
limitations to the study. American consumers revealed generally higher levels of
perceived prices than European. The study contributes by linking pricing and process
numbering literature, providing several recommendations for studies to come.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Price perception Decimal separator Salience Novelty