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Research on the Effect of Odd Pricing on Consumer Behavior

Research Project

Project/Area Number 15K03732
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionSenshu University

Principal Investigator

OKUSE YOSHIYUKI  専修大学, 商学部, 教授 (30312440)

Project Period (FY) 2015-04-01 – 2019-03-31
Project Status Completed (Fiscal Year 2018)
Budget Amount *help
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2017: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2016: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2015: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Keywords端数価格 / マーケティング / 価格戦略 / 消費者行動 / 価格設定 / 参照価格 / 購買意図
Outline of Final Research Achievements

Usually, we can see many consumer products are sold not at just price but as just below price in market place. To examine the effect of odd pricing, including just below price, a lot of empirical researches about it have been conducted. In spite of those efforts, consistent conclusion has not obtained so far. Therefore, it is said that odd pricing makes the price level appear lower than it actually is, and affects consumer behavior such as purchase, preference, price recall. But, results of earlier empirical researches are inconsistent with each other, therefore the effect is inconclusive. Through price ending is one of the most important issues for manager, it is not sure whether the effect of odd pricing truly exists, even though what the effective ending is.
The purposes of this research are: (1) to examine the existence of the effect of odd pricing on consumers' price acceptance, and (2) to examine the mechanisms of the effect: level effect and image effect.

Academic Significance and Societal Importance of the Research Achievements

端数価格効果については海外での数多くの実証研究が報告されているが、日本の消費財市場を対象とした端数価格による効果を検討した研究は皆無であり、本研究はその嚆矢となる。また、消費税率の引き上げ以降、ちょうどの価格を少し超える端数価格を目にする機会が増えたが、そのような端数価格が購買行動を含む消費者行動に及ぼす影響を検討した点は、実務的な観点からも意義があるといえる。

Report

(5 results)
  • 2018 Annual Research Report   Final Research Report ( PDF )
  • 2017 Research-status Report
  • 2016 Research-status Report
  • 2015 Research-status Report
  • Research Products

    (24 results)

All 2019 2018 2017 2016 2015 Other

All Journal Article (6 results) (of which Peer Reviewed: 3 results,  Open Access: 1 results,  Acknowledgement Compliant: 4 results) Presentation (15 results) (of which Int'l Joint Research: 7 results,  Invited: 1 results) Book (2 results) Remarks (1 results)

  • [Journal Article] Direction of comparison effect and consumer research: from general to specific implications2018

    • Author(s)
      Abe, Shuzo and Yoshiyuki Okuse
    • Journal Title

      Behaviormetrika

      Volume: 45 Issue: 1 Pages: 211-220

    • DOI

      10.1007/s41237-017-0039-3

    • Related Report
      2017 Research-status Report
    • Peer Reviewed / Open Access
  • [Journal Article] The Effect of the Advertising Price Display Format on Consumer Price Perception2017

    • Author(s)
      Okuse, Yoshiyuki
    • Journal Title

      専修大学 商学研究所報

      Volume: 48(9) Pages: 1-15

    • NAID

      120006793021

    • Related Report
      2016 Research-status Report
    • Acknowledgement Compliant
  • [Journal Article] 形態素解析によるマーケット・セグメンテーションの試み ―ファッション・ブランドによる分析事例より―2016

    • Author(s)
      奥瀬喜之、黄笠淇
    • Journal Title

      専修ビジネスレビュー

      Volume: 11 Pages: 21-30

    • Related Report
      2015 Research-status Report
    • Acknowledgement Compliant
  • [Journal Article] An Empirical Analysis of Odd Pricing Using PSM Data2016

    • Author(s)
      Okuse, Yoshiyuki
    • Journal Title

      専修大学商学研究所報

      Volume: 47 Pages: 1-14

    • NAID

      120006793008

    • Related Report
      2015 Research-status Report
    • Acknowledgement Compliant
  • [Journal Article] The Second Option Looks Better: Choice of Travel Plans to Kyoto2015

    • Author(s)
      Abe, Shuzo, Yoshiyuki Okuse, Yuki Mitomi and Takeshi Moriguchi
    • Journal Title

      Proceedings of the 2015 International Conference of Asian Marketing Associations in Tokyo

      Volume: 1 Pages: 37-49

    • Related Report
      2015 Research-status Report
    • Peer Reviewed
  • [Journal Article] PSMデータを活用した新たな最適価格測定手法の提案―PSMデータへの生存時間分析の適用―2015

    • Author(s)
      奥瀬喜之
    • Journal Title

      マーケティング・リサーチャー

      Volume: 126 Pages: 39-47

    • NAID

      40020409411

    • Related Report
      2015 Research-status Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Presentation] Examining the Effect of the Price Display Format in Advertisement on Consumer Perception2017

    • Author(s)
      Yoshiyuki Okuse
    • Organizer
      INFORMS Annual Meeting 2017(Houston, TX, USA)
    • Related Report
      2017 Research-status Report
    • Int'l Joint Research
  • [Presentation] アイトラッキング・データによる消費者情報処理の分析2017

    • Author(s)
      阿部周造、奥瀬 喜之、井出野尚、金子充、玉利祐樹、三富悠紀、蜂巣健一
    • Organizer
      第54回消費者行動研究コンファレンス(慶応義塾大学)
    • Related Report
      2017 Research-status Report
  • [Presentation] 消費者行動研究領域における価格研究のレビュー2016

    • Author(s)
      奥瀬喜之
    • Organizer
      日本行動経済学会第10回記念大会
    • Place of Presentation
      一橋大学(東京都)
    • Year and Date
      2016-12-03
    • Related Report
      2016 Research-status Report
    • Invited
  • [Presentation] The Influence of Price Endings on Consumer Preference2016

    • Author(s)
      Okuse, Yoshiyuki
    • Organizer
      the 31st International Congress of Psychology 2016
    • Place of Presentation
      Pacifico Yokohama, Kanagawa, Japan
    • Year and Date
      2016-07-24
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] An Empirical Analysis of Discounts and Multi-Channel Purchasing2016

    • Author(s)
      Dazai, Ushio and Yoshiyuki Okuse
    • Organizer
      2016 Global Marketing Conference at Hong Kong
    • Place of Presentation
      Conrad Hong Kong, Hong Kong
    • Year and Date
      2016-07-21
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] 比較の方向性効果の頑健性2016

    • Author(s)
      阿部周造、奥瀬喜之
    • Organizer
      日本消費者行動研究学会 第52回全国研究コンファレンス
    • Place of Presentation
      関西学院大学
    • Year and Date
      2016-06-18
    • Related Report
      2015 Research-status Report
  • [Presentation] 心理的距離が提示価格の知覚に及ぼす影響に関する研究2016

    • Author(s)
      奥瀬喜之、山﨑万緋
    • Organizer
      日本消費者行動研究学会 第52回全国研究コンファレンス
    • Place of Presentation
      関西学院大学
    • Year and Date
      2016-06-18
    • Related Report
      2015 Research-status Report
  • [Presentation] An Empirical Research On Consumer's Price Acceptance In Japan2016

    • Author(s)
      Okuse, Yoshiyuki
    • Organizer
      INFORMS International Conference Hawaii
    • Place of Presentation
      Hilton Waikoloa Village, Hawaii, HI, US
    • Year and Date
      2016-06-12
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] 端数価格設定が消費者行動に及ぼす影響に関する実証研究―先行研究を踏まえた実証的考察―2016

    • Author(s)
      奥瀬喜之
    • Organizer
      日本商業学会 第66回全国研究大会
    • Place of Presentation
      千葉商科大学
    • Year and Date
      2016-06-03
    • Related Report
      2015 Research-status Report
  • [Presentation] 端数価格設定が消費者行動に及ぼす影響に関する実証研究2015

    • Author(s)
      奥瀬喜之
    • Organizer
      日本消費者行動研究学会 第51回全国研究コンファレンス
    • Place of Presentation
      小樽商科大学
    • Year and Date
      2015-11-07
    • Related Report
      2015 Research-status Report
  • [Presentation] The Effect of Price Endings on Consumer Behavior2015

    • Author(s)
      Yoshiyuki Okuse
    • Organizer
      2015 INFORMS Annual Meeting Philadelphia
    • Place of Presentation
      Pennsylvania Convention Center, Philadelphia, PA, US
    • Year and Date
      2015-11-01
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] The Second Option Looks Better: Choice of Travel Plans to Kyoto2015

    • Author(s)
      Abe, Shuzo, Yoshiyuki Okuse, Yuki, Mitomi, and Takeshi Moriguchi
    • Organizer
      2015 International Conference of Asian Marketing Associations in Tokyo
    • Place of Presentation
      Waseda University, Tokyo, Japan
    • Year and Date
      2015-10-30
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] Context Effects of Recommendations are Stronger than Those of Psychological Distance or Direction of Comparison2015

    • Author(s)
      Abe, Shuzo, Yoshiyuki Okuse, Takashi Ideno, Yuki Tamari, and Kazuhisa Takemura
    • Organizer
      Association for Consumer Research North American Conference
    • Place of Presentation
      Hilton New Orleans Riverside, New Orleans, LA, US
    • Year and Date
      2015-10-01
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] 形態素解析によるマーケットセグメンテーションの試み ーファッションブランドに関する分析事例よりー2015

    • Author(s)
      奥瀬 喜之、黄笠淇
    • Organizer
      日本行動計量学会 第43回大会
    • Place of Presentation
      首都大学東京
    • Year and Date
      2015-09-01
    • Related Report
      2015 Research-status Report
  • [Presentation] 情報処理ルートの違いに起因するブランド連想の違いの捕捉に関する研究ー韓国ファッション・ブランドに関するテキストデータの分析からー2015

    • Author(s)
      黄笠淇、奥瀬 喜之
    • Organizer
      日本消費者行動研究学会 第50回全国研究コンファレンス
    • Place of Presentation
      神戸大学
    • Year and Date
      2015-06-06
    • Related Report
      2015 Research-status Report
  • [Book] 1からのデジタル・マーケティング(第8章「価格戦略の拡張―エアビーアンドビー」を担当)2019

    • Author(s)
      西川 英彦、澁谷 覚(編著) 奥瀬喜之 他(著)
    • Total Pages
      264
    • Publisher
      中央経済社
    • ISBN
      9784502289910
    • Related Report
      2018 Annual Research Report
  • [Book] 消費者行動の実証研究(第1章「消費者行動と情報探索」の執筆と全体の編集を担当)2018

    • Author(s)
      守口 剛、上田 雅夫、奥瀬 喜之、鶴見 裕之(編著)
    • Total Pages
      224
    • Publisher
      中央経済社
    • ISBN
      9784502282614
    • Related Report
      2018 Annual Research Report
  • [Remarks] 奥瀬喜之Webページ

    • URL

      http://www.yoshiokuse.com/

    • Related Report
      2015 Research-status Report

URL: 

Published: 2015-04-16   Modified: 2020-03-30  

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