The not-so-odd couple: Odd pricing in a luxury context

• We study the use of odd pricing in a luxury context (handbags and apparel). Odd appears to be managerial dominant practice context. Luxury managers more meaning than drop-off mechanism when setting prices. consider hundreds digit A large proportion consumers prefer Two samples prices indicate that (i.e., just below round number, for example €1495 vs. €1500) are used products. An analysis price endings suggests brand rely less on mechanism, both which have been show influence Fast-Moving Consumer Goods (FMCG) industry. Building odd-ending justification effect, conjoint analysis, indicating prices, supports likely role guilt-relief