Thursday, September 19, 2013

The Daily Stat: Consumers Go Out of Their Way to Pay in Round Numbers

  Daily Stat - Harvard Business Review

September 19, 2013

Consumers Go Out of Their Way to Pay in Round Numbers


56% of purchases at a self-service gasoline pump in upstate New York ended in .00, well above what would be expected by chance, and an additional 7% ended in .01, likely reflecting failed attempts to stop the pump at whole-dollar amounts, says a team led by Michael Lynn of Cornell. The findings, along with data on tipping and a pay-what-you-want online scheme, show a pronounced consumer preference for round-number payment amounts, the researchers say.


SOURCE: Do consumers prefer round prices? Evidence from pay-what-you-want decisions and self-pumped gasoline purchases


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