Does it actually feel right? A replication attempt of the rounded price effect

Abstract

How does the roundedness of prices affect product evaluations? The ‘rounded price effect’ postulates that depending on the context, rounded or non-rounded prices increase the purchase likelihood of consumers. The study presented here is a replication attempt of these findings and the proposed mediation of the effect through a sense of ‘feeling right’ when evaluating the product. p-Curve analysis and the R-Index are used to assess the robustness of the originally reported statistics since original data were not available. A pre-registered replication of study 5 from the original article was conducted in a sample of N=588 participants. For both the original product and one alternative product neither an interaction between price roundedness and context, nor a mediation through ‘a sense of feeling right’ was found. Our results suggest that the effect is either smaller than originally reported or contingent on other, not investigated factors. Further studies might investigate contingencies in larger samples.

Keywords

• product pricing
• consumer psychology
• rounded price effect
• replication