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Psikolojik Fiyatlamanın Yan Etkileri: Marka Güveni Nasıl Etkilenir?

Yıl 2019, Cilt: 23 Sayı: 3, 718 - 733, 29.12.2019

Öz

Bu
çalışma psikolojik fiyatlama taktiklerinden bir tanesi olan tek sayı ile biten
fiyatlama yönteminin perakende sektörü bağlamında tüketicilerin marka imajı
algıları ve markaya olan güvenleri üzerindeki etkisini ölçmeyi hedeflemektedir.
Çalışma kapsamında özellikle, fiyat farkındalığı olan ve olmayan tüketicilerin
9 rakamı ile biten fiyatlara maruz kaldıklarında oluşan marka imajı algıları ve
markaya duydukları güven seviyeleri arasındaki fark analiz edilmiştir.
Çalışmanın sonuçları fiyat farkındalığının marka imajı algıları ve markaya olan
güven seviyesi üzerinde etkili olduğunu teyit etmektedir. Fiyat farkındalığı
olmayan tüketicilere göre yüksek fiyat farkındalığı olanlar hem marka imajı hem
de markaya olan güven açısından daha negatif algılara sahip olmaktadır. Fiyat
farkındalığının markaya olan güven üzerindeki doğrudan ve güçlü bir şekilde
olumsuz olan etkisi, marka imajının markaya olan güven üzerindeki olumlu etkisi
nedeniyle bir miktar stabilize olmaktadır. Çalışmanın bulguları ışığında,
uygulamaya yönelik öneriler sunulmuştur. 

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-357.
  • Anderson, E. and Simester, D. (2003). Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments. Quantitative Marketing and Economics, 1, 93–110.
  • Asamoah, E.S. and Chovancova, M. (2011). The influence of price endings on consumer behaviour: an application of the psychology of perception. Acta universitatis agriculturae et silviculturae Mendelianae Brunensis, 7, 29–38.
  • Bartsch, R. and Paton, V. (1999). The Presence of Odd Pricing in the Texas State Lottery. Journal of Applied Social Psychology, 29( 11), 2394-2409.
  • Bergen, M, Kauffman, R.J. and Lee, K. (2004). Store Quality image and the rational inattention hypothesis: An empirical study of the drivers of $9 and 9¢ price-endings among internet-based sellers. INFORMS Conference on Information Systems and Technology, Denver, Colorado, October 23-24, 2004.
  • Bizer, G.Y. and Petty, R.E. (2002). An implicit measure of price perception: exploring the odd-pricing effect. Advances in Consumer Research, 29, 220-221.
  • Blattberg, R.C., Neslin, S.A., 1990. Sales Promotion, Concepts, Methods and Strategies. Prentice-Hall, Englewood Cliffs, NJ.
  • Bray, J. P. and Harris, J. (2006). The Effect of 9-Ending Prices on Retail Sales: A Quantitative UK Based Field Study. Journal of Marketing Management, 22, 601-617.
  • Brenner, G.A. and Brenner, R. (1982). Memory and markets, or why are you paying $ 2.99 for a widget? Journal of Business, 55(1), 147-158.
  • Chang, H.H. and Fang, P.C. (2014). When is a 9-ending Price Perceived Lower Than a 0-ending Price? The Moderating Role of Price Consciousness. International Journal of Business and Information, 9(1), 89 – 116.
  • Choi, J., Li, Y.J., Rangan, P., Chatterjee, P., & Singh, S.N. (2014). The odd-ending price justification effect: The influence of price endings on hedonic and utilitarian consumption. Journal of the Academy of Marketing Science, 42(5), 545-557.
  • Coulter, K. (2001). Odd-Ending Price Underestimation: and Experimental Examination of Left-to-Right Processing Effects. Journal of Product and Brand Management, 10(5), 276-292.
  • Dalrymple, D.J. and Haines, G.H. (1970). A study of the predictive ability of market period demand-supply relations for a firm selling fashion products. Applied Economics, 1, 277-285.
  • Dobni, D. and Zinkham, G.M. (1990). In search for brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119.
  • Doney, P.M. and Cannon, J.P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(April), 35-51.
  • Elliot, R. and Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9/10), 988-998.
  • Folkertsma, C.K. (2002). The euro and psychological prices: simulations of the worst-case scenario. De Economist, 150(1), 19-40.
  • Gendall, P., Holdershaw, J. and Garland, R. (1997). The effect of odd pricing on demand. European Journal of Marketing, 31(11/12), 799-813.
  • Grigaliunaite, V. and Pileliene, L. (2017). Attitude toward smoking: the effect of negative smoking-related pictures. Oeconomia Copernicana, 8(2), 317-328.
  • Gulati, R. (1995). Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliances. The Academy of Management Journal, 38(1), 85-112.
  • Harris, C. and Bray, J. (2007). Price endings and consumer segmentation. Journal of Product & Brand Management, 16(3), 200-205.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: The Guilford Press.
  • Hayes, A. F. & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67, 451-470.
  • Holdershaw, J., Gendall, P., & Garland, R. (1997). The widespread use of odd pricing in the retail sector. Marketing Bulletin, 8, 53–58.
  • Kabadayı, E. T. and Alan Koçak, A. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 6(1), 80-88.
  • Kalyanam, K. and Shively, T.S. (1998). Estimating Irregular Pricing Effects: A Stochastic Spline Regression Approach. Journal of Marketing Research, 35(1), 16-29.
  • Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Kleinsasser, S. and Wagner, U. (2011). Price endings and tourism consumers’ price perceptions. Journal of Retailing and Consumer Services, 18, 58–63.
  • Koll, O. and Wallpach, S. (2014). Intended brand associations: Do they really drive consumer response? Journal of Business Research, 67, 1501–1507.
  • Levy, S. J. (1985). Dreams, fairy tales, animals, and cars. Psychology and Marketing, 2(2), 67-81.
  • Liang, J. and Kanetkar, V. (2006). Price endings: magic and math. Journal of Product & Brand Management, 15(6), 377–385.
  • Lichtenstein, D.R., Ridgway, N.M. and Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research 30(2), 234-245.
  • Lohse, G. L. and Rosen, D. L. (2001). Signaling Quality and Credibility in Yellow Pages Adverting: The Influence of Color and Graphics on Choice. Journal of Advertising, 30 (2), 73-85.
  • Luhmann, N. (2000). Familiarity, Confidence, Trust: Problems and Alternatives’, in Gambetta, Diego (ed.) Trust: Making and Breaking Cooperative Relations. Department of Sociology, University of Oxford, 94-107.
  • Mackenzie, S. B. and Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53 (April), 48-65.
  • Manning, K.C. and Sprott, D.E. (2009). Price Endings, Left-Digit Effects, and Choice. Journal of Consumer Research, 36 (August), 328-335.
  • McCroskey, J. C. (1966). Scales for the Measurement of Ethos. Speech Monographs, 33 (March), 65-72.
  • Moorman, C., Deshpandé, R. and Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101.
  • Moorman, C., Zaltman, G. and Deshpandé, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29(August), 314-29.
  • Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19 (3), 39-52.
  • Poltrock, S. and Schwartz, D. (1984). Comparative Judgements of Multidigit Numbers. Journal of Experimental Psychology: Learning Memory and Cognition, 10(1), 32-45.
  • Río, A. B., Vázquez, R. and Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • Sago, B. and Hinnenkamp, C. (2014). The impact of significant negative news on consumers behavior towards favorite brands. Global Journal of Business Research, 8(1), 65-72.
  • Schindler, R.M. and Kirby, P.N. (1997). Patterns of Rightmost Digits Used in Advertised Prices: Implications for 9-Ending Effects. Journal of Consumer Research, 24 (September), 192-201.
  • Schindler, R. M. (1991). Symbolic Meanings of a Price Ending, Rebecca H. Holman and Michael R. Solomon (Eds.), Advances in Consumer Research, 18, 794–801.
  • Schindler, R. M. and Kibarian, T.M. (1996). Increased Consumer Sales Response Through Use of 99-Ending Prices. Journal of Retailing, 72 (Summer), 187-199.
  • Schindler, R. M and Wiman, A.R. (1989). Effect of Odd Pricing on Price Recall. Journal of Business Research, 19 (November), 165-177.
  • Schindler, R. M. and Kibarian, T.M. (2001). Image Communicated by the use of 99 Endings in Advertised Prices. Journal of Advertising, 30(4), 95-99.
  • Sondoh, S. L., Omar, M. W. and Wahid, N. A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
  • Stiving, M. and Winer, R.S. (1997). An Empirical Analysis of Price Endings with Scanner Data. Journal of Consumer Research, 24(1), 57-67.
  • Suki, N. M. and Suki, N. M. (2015). Moderating effects of price consciousness between customer environmental satisfaction and customer loyalty. Advanced Science Letters, 21(5), 1354-1358.

Side Effects of Pyschological Pricing: How Brand Trust is Affected?

Yıl 2019, Cilt: 23 Sayı: 3, 718 - 733, 29.12.2019

Öz

This study targets
to measure the effects of odd-ending prices, one of the psychological pricing
tactics, on consumers’ brand image perceptions and their trust towards the
brand in a retailing context. Specifically, the difference between the
perceptions of price conscious and non-price conscious consumers in terms of
brand image and their brand trust was analyzed when they are exposed to
9-ending price information. The findings of the study confirm that price
consciousness play a significant role in shaping their brand image perceptions
and brand trust levels. Compared to non-price conscious consumers, those
consumers with price consciousness level have negative perceptions in terms of
both brand image and brand trust.  The
direct and strong negative effect of price consciousness on brand trust becomes
stabilized in a minimal amount due to positive effect of brand image on brand
trust.  Based on the findings of this
study, some practical implications are provided. 

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-357.
  • Anderson, E. and Simester, D. (2003). Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments. Quantitative Marketing and Economics, 1, 93–110.
  • Asamoah, E.S. and Chovancova, M. (2011). The influence of price endings on consumer behaviour: an application of the psychology of perception. Acta universitatis agriculturae et silviculturae Mendelianae Brunensis, 7, 29–38.
  • Bartsch, R. and Paton, V. (1999). The Presence of Odd Pricing in the Texas State Lottery. Journal of Applied Social Psychology, 29( 11), 2394-2409.
  • Bergen, M, Kauffman, R.J. and Lee, K. (2004). Store Quality image and the rational inattention hypothesis: An empirical study of the drivers of $9 and 9¢ price-endings among internet-based sellers. INFORMS Conference on Information Systems and Technology, Denver, Colorado, October 23-24, 2004.
  • Bizer, G.Y. and Petty, R.E. (2002). An implicit measure of price perception: exploring the odd-pricing effect. Advances in Consumer Research, 29, 220-221.
  • Blattberg, R.C., Neslin, S.A., 1990. Sales Promotion, Concepts, Methods and Strategies. Prentice-Hall, Englewood Cliffs, NJ.
  • Bray, J. P. and Harris, J. (2006). The Effect of 9-Ending Prices on Retail Sales: A Quantitative UK Based Field Study. Journal of Marketing Management, 22, 601-617.
  • Brenner, G.A. and Brenner, R. (1982). Memory and markets, or why are you paying $ 2.99 for a widget? Journal of Business, 55(1), 147-158.
  • Chang, H.H. and Fang, P.C. (2014). When is a 9-ending Price Perceived Lower Than a 0-ending Price? The Moderating Role of Price Consciousness. International Journal of Business and Information, 9(1), 89 – 116.
  • Choi, J., Li, Y.J., Rangan, P., Chatterjee, P., & Singh, S.N. (2014). The odd-ending price justification effect: The influence of price endings on hedonic and utilitarian consumption. Journal of the Academy of Marketing Science, 42(5), 545-557.
  • Coulter, K. (2001). Odd-Ending Price Underestimation: and Experimental Examination of Left-to-Right Processing Effects. Journal of Product and Brand Management, 10(5), 276-292.
  • Dalrymple, D.J. and Haines, G.H. (1970). A study of the predictive ability of market period demand-supply relations for a firm selling fashion products. Applied Economics, 1, 277-285.
  • Dobni, D. and Zinkham, G.M. (1990). In search for brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119.
  • Doney, P.M. and Cannon, J.P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(April), 35-51.
  • Elliot, R. and Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9/10), 988-998.
  • Folkertsma, C.K. (2002). The euro and psychological prices: simulations of the worst-case scenario. De Economist, 150(1), 19-40.
  • Gendall, P., Holdershaw, J. and Garland, R. (1997). The effect of odd pricing on demand. European Journal of Marketing, 31(11/12), 799-813.
  • Grigaliunaite, V. and Pileliene, L. (2017). Attitude toward smoking: the effect of negative smoking-related pictures. Oeconomia Copernicana, 8(2), 317-328.
  • Gulati, R. (1995). Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliances. The Academy of Management Journal, 38(1), 85-112.
  • Harris, C. and Bray, J. (2007). Price endings and consumer segmentation. Journal of Product & Brand Management, 16(3), 200-205.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: The Guilford Press.
  • Hayes, A. F. & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67, 451-470.
  • Holdershaw, J., Gendall, P., & Garland, R. (1997). The widespread use of odd pricing in the retail sector. Marketing Bulletin, 8, 53–58.
  • Kabadayı, E. T. and Alan Koçak, A. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 6(1), 80-88.
  • Kalyanam, K. and Shively, T.S. (1998). Estimating Irregular Pricing Effects: A Stochastic Spline Regression Approach. Journal of Marketing Research, 35(1), 16-29.
  • Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Kleinsasser, S. and Wagner, U. (2011). Price endings and tourism consumers’ price perceptions. Journal of Retailing and Consumer Services, 18, 58–63.
  • Koll, O. and Wallpach, S. (2014). Intended brand associations: Do they really drive consumer response? Journal of Business Research, 67, 1501–1507.
  • Levy, S. J. (1985). Dreams, fairy tales, animals, and cars. Psychology and Marketing, 2(2), 67-81.
  • Liang, J. and Kanetkar, V. (2006). Price endings: magic and math. Journal of Product & Brand Management, 15(6), 377–385.
  • Lichtenstein, D.R., Ridgway, N.M. and Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research 30(2), 234-245.
  • Lohse, G. L. and Rosen, D. L. (2001). Signaling Quality and Credibility in Yellow Pages Adverting: The Influence of Color and Graphics on Choice. Journal of Advertising, 30 (2), 73-85.
  • Luhmann, N. (2000). Familiarity, Confidence, Trust: Problems and Alternatives’, in Gambetta, Diego (ed.) Trust: Making and Breaking Cooperative Relations. Department of Sociology, University of Oxford, 94-107.
  • Mackenzie, S. B. and Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53 (April), 48-65.
  • Manning, K.C. and Sprott, D.E. (2009). Price Endings, Left-Digit Effects, and Choice. Journal of Consumer Research, 36 (August), 328-335.
  • McCroskey, J. C. (1966). Scales for the Measurement of Ethos. Speech Monographs, 33 (March), 65-72.
  • Moorman, C., Deshpandé, R. and Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101.
  • Moorman, C., Zaltman, G. and Deshpandé, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29(August), 314-29.
  • Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19 (3), 39-52.
  • Poltrock, S. and Schwartz, D. (1984). Comparative Judgements of Multidigit Numbers. Journal of Experimental Psychology: Learning Memory and Cognition, 10(1), 32-45.
  • Río, A. B., Vázquez, R. and Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • Sago, B. and Hinnenkamp, C. (2014). The impact of significant negative news on consumers behavior towards favorite brands. Global Journal of Business Research, 8(1), 65-72.
  • Schindler, R.M. and Kirby, P.N. (1997). Patterns of Rightmost Digits Used in Advertised Prices: Implications for 9-Ending Effects. Journal of Consumer Research, 24 (September), 192-201.
  • Schindler, R. M. (1991). Symbolic Meanings of a Price Ending, Rebecca H. Holman and Michael R. Solomon (Eds.), Advances in Consumer Research, 18, 794–801.
  • Schindler, R. M. and Kibarian, T.M. (1996). Increased Consumer Sales Response Through Use of 99-Ending Prices. Journal of Retailing, 72 (Summer), 187-199.
  • Schindler, R. M and Wiman, A.R. (1989). Effect of Odd Pricing on Price Recall. Journal of Business Research, 19 (November), 165-177.
  • Schindler, R. M. and Kibarian, T.M. (2001). Image Communicated by the use of 99 Endings in Advertised Prices. Journal of Advertising, 30(4), 95-99.
  • Sondoh, S. L., Omar, M. W. and Wahid, N. A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
  • Stiving, M. and Winer, R.S. (1997). An Empirical Analysis of Price Endings with Scanner Data. Journal of Consumer Research, 24(1), 57-67.
  • Suki, N. M. and Suki, N. M. (2015). Moderating effects of price consciousness between customer environmental satisfaction and customer loyalty. Advanced Science Letters, 21(5), 1354-1358.
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Edin Güçlü Sözer 0000-0003-4984-4629

Yayımlanma Tarihi 29 Aralık 2019
Gönderilme Tarihi 19 Mart 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 23 Sayı: 3

Kaynak Göster

APA Sözer, E. G. (2019). Side Effects of Pyschological Pricing: How Brand Trust is Affected?. Türkiye Sosyal Araştırmalar Dergisi, 23(3), 718-733.
AMA Sözer EG. Side Effects of Pyschological Pricing: How Brand Trust is Affected?. Türkiye Sosyal Araştırmalar Dergisi. Aralık 2019;23(3):718-733.
Chicago Sözer, Edin Güçlü. “Side Effects of Pyschological Pricing: How Brand Trust Is Affected?”. Türkiye Sosyal Araştırmalar Dergisi 23, sy. 3 (Aralık 2019): 718-33.
EndNote Sözer EG (01 Aralık 2019) Side Effects of Pyschological Pricing: How Brand Trust is Affected?. Türkiye Sosyal Araştırmalar Dergisi 23 3 718–733.
IEEE E. G. Sözer, “Side Effects of Pyschological Pricing: How Brand Trust is Affected?”, Türkiye Sosyal Araştırmalar Dergisi, c. 23, sy. 3, ss. 718–733, 2019.
ISNAD Sözer, Edin Güçlü. “Side Effects of Pyschological Pricing: How Brand Trust Is Affected?”. Türkiye Sosyal Araştırmalar Dergisi 23/3 (Aralık 2019), 718-733.
JAMA Sözer EG. Side Effects of Pyschological Pricing: How Brand Trust is Affected?. Türkiye Sosyal Araştırmalar Dergisi. 2019;23:718–733.
MLA Sözer, Edin Güçlü. “Side Effects of Pyschological Pricing: How Brand Trust Is Affected?”. Türkiye Sosyal Araştırmalar Dergisi, c. 23, sy. 3, 2019, ss. 718-33.
Vancouver Sözer EG. Side Effects of Pyschological Pricing: How Brand Trust is Affected?. Türkiye Sosyal Araştırmalar Dergisi. 2019;23(3):718-33.