论文标题
零端价格，认知便利性和价格僵化
Zero-Ending Prices, Cognitive Convenience, and Price Rigidity
论文作者
论文摘要
我们评估了认知便利性在便利设置中0端价格的受欢迎程度和刚性中的作用。研究表明，由于0最终价格提供的交易便利性，在便利店的0结局价格很常见。使用大型商店级零售CPI数据，我们发现，即使他们几乎没有交易便利性，也可以在便利店里进行0个终点价格很流行和僵化。我们用来自Dominicks和Nielsen的两个大型零售扫描仪Price数据集证实了这些发现。在Dominicks的数据中，我们发现前端糖果类别的价格的0结局要比其他任何类别都要多，即使这些价格对消费者的便利性没有影响。此外，在Dominicks和Nielsens的数据集中，我们发现0个最终价格对需求产生积极影响。排除消费者的对抗和零售商在定价中使用启发式方法，我们得出结论，0最终价格是受欢迎和严格的，并且在便利设置中增加了需求，不仅是为了交易方便，而且出于他们提供的认知便利。
We assess the role of cognitive convenience in the popularity and rigidity of 0 ending prices in convenience settings. Studies show that 0 ending prices are common at convenience stores because of the transaction convenience that 0 ending prices offer. Using a large store level retail CPI data, we find that 0 ending prices are popular and rigid at convenience stores even when they offer little transaction convenience. We corroborate these findings with two large retail scanner price datasets from Dominicks and Nielsen. In the Dominicks data, we find that there are more 0 endings in the prices of the items in the front end candies category than in any other category, even though these prices have no effect on the convenience of the consumers check out transaction. In addition, in both Dominicks and Nielsens datasets, we find that 0 ending prices have a positive effect on demand. Ruling out consumer antagonism and retailers use of heuristics in pricing, we conclude that 0 ending prices are popular and rigid, and that they increase demand at convenience settings, not only for their transaction convenience, but also for the cognitive convenience they offer.
