The Effect Of Construal Level And Psychological Distance On Odd Or Round Pricing Preference

Odd pricing and round pricing is a pricing strategy that can be chosen frequently in real life,and the decisions of consumer will be influenced by these two different pricing strategy.Studies have proved that the different cognitions of consumer will generate various consumption decisions Therefore this study is an exploration of different consumer preferences which result from different pricing strategies under the consumer cognition of construal level?The aim of this study is to discuss how would odd pricing and round pricing affects consumer preferences under different construal levels and psychological distance.This study could measure the construal level of the consumer itself,the construal level of the controlling of advertisements and information of products,the construal level of the temporally distance and a socially distance in the scene of shopping through 5 experiments of consumption decisions,and to analyze what would odd pricing and round pricing affects consumer preferences in different construal levels of personal consumer,in different construal levels of the information of products and in different construal level of the temporally distance and a socially distance.The results prove that:1)The higher level construal of consumer,the more preference to chose round pricing.The lower level construal of consumer,the more preference to chose odd pricing.2)The higher level construal of advertisements of goods,the more preference of consumers to chose round pricing.The lower level construal of advertisements of goods,the more preference of consumers to chose odd pricing.3)The farther temporally distance in the scene of shopping,the more preference of consumers to chose round pricing.The closer temporally distance in the scene of shopping,the more preference of consumers to chose odd pricing.4)The farther socially distance in the scene of shopping,the more preference of consumers to chose round pricing.The closer socially distance in the scene of shopping,the more preference of consumers to chose odd pricing.5)There is no interaction effects between construal levels of personal consumer,construal levels of the information of products,psychological distance and socially distance in terms of odd pricing and round pricing which mentioned above,but in high level construal of advertisements and information of goods,the construal levels of consumer itself will be significantly affected as a concomitant variable.6)Even if not as the form of prices,round numbers and sharp numbers will still affect the consumer preference in different construal levels.There will be more consumer preferences generated when round numbers matched the high construal level,and sharp numbers matched the low construal level.