Should marketers make the last digit of a sale price consistent with that of its original price? Across multiple studies, including field studies and studies using student and non-student samples and various product categories, this research shows that price perception and purchase intention are related to consistency between the sale price and original price. The price perception of the deduction is moderated by the consistency between the final digit in the prices. First, consumers perceive sale prices as cheaper and have a higher purchase intention when the rightmost digit in a sale price is the same as in the original price—a phenomenon this study refers to as the “consistent ending price effect.” Second, the consistent ending price effect occurs when prices are at least three digits long, but not for two-digit prices. Finally, the study demonstrates the mediating role of processing fluency in the link between consistent ending price and price perception.

营销人员是否应该使销售价格的最后一位数字与原始价格一致？在多个研究中，包括现场研究和使用学生和非学生样本以及各种产品类别的研究，该研究表明，价格感知和购买意愿与销售价格和原始价格之间的一致性有关。减价的价格感知通过价格中最后一位数字之间的一致性来缓和。首先，当销售价格中最右边的数字与原始价格相同时，消费者会认为销售价格更便宜，购买意愿更高–这种现象被称为“一致的最终价格效应”。其次，当价格至少为三位数时，而不是两位数价格时，会出现一致的最终价格效应。最后，