Construct · 1 fields · 1 citations

left-digit effect: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
left-digiteffect1 CONSTRUCTLeft-digit effectTHOMAS · CONSUMER RESEARCH

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Consumer research

a 9-ending price seems lower when it changes the leftmost digit.

In consumer research, left-digit effect refers to a 9-ending price seeming lower when it changes the leftmost digit, which people anchor on. This meaning comes from Thomas (2005) in Journal of Consumer Research.[1]

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References

  1. Thomas, M., & Morwitz, V. (2005). Penny Wise and Pound Foolish: The Left‐Digit Effect in Price Cognition. Journal of Consumer Research, 32(1), 54-64. https://doi.org/10.1086/429600

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