左數效果及消費者人格特質對於消費品價格認知的影響
The effects of left-digit phenomenon and consumer characteristics on the perception of prices for consumption
goods
龔昶元
朝陽科技大學 企業管理系 副教授
朝陽科技大學 應用外語系 助理教授 李延熹
游曙吏
朝陽科技大學 應用外語系 研究生
Abstract
In order to increase their sales, companies endeavor to lure and stimulate consumers to purchase products through promotional activities, particularly monetary promotions. However, not all monetary promotions influence consumers to purchase products because differences in consumer
characteristics, such as need for cognition (NFC), create different attitudes toward promotions. The question of whether consumers treat a nine-ending price to be cheaper than a zero-ending price has been discussed for long.
Recent researches indicate that the left-digit effect has a significant impact on the revenue of firms. A number of researchers suggest that prices with left- digit effects increase the revenues of companies. Although monetary promotions such as left-digit effect and nine-ending prices influence
consumers to purchase more, NFC may be one of the important elements that affect the purchase decision of consumers. NFC as one of the elements that affect the purchase decision of consumers has been robustly discussed; this study involves a further research of the question of whether NFC influences consumers who are affected by the left-digit effect. Consumers with high and low NFC exhibit different purchasing behaviors. In other words, different levels of NFC cause consumers to select different products. Different considerations and attitudes toward consumption can be classified into high and low price cognition. This research investigates the viewpoint that
different monetary promotions cause different perceptions of price because of different levels of NFC among consumers.
For the purpose of this study, the questionnaire survey method is
employed. Four hundred and fifty nine undergraduate university students, 135
males and 314 females in the age group of 17 to 25, from the Department of Business Administration participated in the survey. The results of the study provide the foundation for the framework. We find that different levels of NFC affect the purchasing inclination of consumers. Not all left-digit effects encourage consumers to purchase products; left-digit effects influence
consumers only if they have a low NFC. High-NFC consumers tend not to be affected by left-digit effect.
Key words: Left-digit effect, NFC, promotion
Introduction
In order to increase their sales, different companies endeavor to stimulate and lure consumers to purchase their products through promotional activities, particularly monetary promotion. According to Kotler (2003), McCarthy classified marketing tools into four groups, namely, product, price, place, and promotion. Promotion comprises sales promotion, advertising, sales force, public relations, and direct marketing. Many companies use promotional activities to stimulate consumers to purchase their products because consumers like to purchase products when promotional offers are provided by companies. However, different consumers may be influenced by different types of monetary promotions on account of different consumer characteristics, such as NFC; this difference may cause them to have different attitudes toward promotional activities.
Numerous researchers (Thomas and Morwitz, 2005; Coulter, 2001;
Anderson and Simester, 2003) have researched the left-digit effect and nine- ending or odd-ending price. Researchers have found that consumers tend to purchase products if they perceive that the price is one cent lower (e.g., $2.99 vs. $3.00). Furthermore, consumers read the digits of a price from left to right; therefore, they are likely to underestimate the price (Coulter, 2001).
Although monetary promotion such as left-digit effect and nine-ending price affects consumers, thereby leading them to increase the quantity of products purchased, NFC may be one of the important elements that affect the purchase decision of consumers. NFC is the tendency for people to engage in as well as enjoy thinking; furthermore, NFC focuses on the orientation of consumers toward motivation. Consumers with high or low NFC will display different consumer behaviors. In other words, NFC influences consumers in their selection of products. Such factor is important to marketers because they affect the reactions of consumers to marketing strategies.
A large number of companies adopt various measures in order to
encourage consumers to purchase their products through monetary promotion;
however, different types of monetary promotion might influence individual consumers differently. On the basis of the different elements under consideration and attitudes toward consumption, consumption can be classified into high and low price cognitions. Therefore, this study classifies consumers into two different levels of price cognitions: high and low.
Bearing this classification in mind, researching such market behavior produces the question of whether different kinds of monetary promotion affect the price cognition of consumers due to different levels of NFC. This research aids companies in understanding the manner in which the most suitable price policy can be decided upon for different types of consumers.
Literature Review
1. Left-digit Effect
This study aims to investigate whether consumers perceive prices with a lower left digit to be a lot lower than prices with the same left digit (e.g., $230 and $199 vs. $240 and $200). The left-digit effect can be defined as follows:
“The left-digit effect refers to the observation that using a nine-ending versus a zero-ending price, for example, $2.99 versus $3.00, changes the left-most digit…” (Thomas and Morwitz, 2005). Monroe (2003) indicated that consumers do not notice small price changes. Anderson and Simester (2003) suggested that even though a nine-ending price changes the price of products by only one cent, the last digit of a price has a significant impact on earning revenues.
Stiving and Winer (1997) classified explanations associated with image effects and level effects. The image effect contains quality and price image.
Quality-image effect causes consumers to perceive that products of prices with nine-ending are low-quality products. As for price image, the image effect causes consumers to believe that the price of a product, store and so forth is based on right-hand digits. Therefore, image effects are concerned with firm behavior or intentions toward consumers. For example, the image effect of price causes consumers to regard nine-ending prices as a price discount.
Employing round numbers as reference points enables companies to give a small amount back to consumers if companies adopt the policy of nine-ending prices, which are lower than round numbers (Kreul, 1982). For example, consumers may interpret $19 as a $1 discount from $20. On the other hand, level effects cause the perception of prices among consumers to become distorted; thus, underestimating the price. It causes consumers to underestimate the fact that a nine-ending price is merely one unit lower than a zero-ending price. Consumers tend to round the price such as $3.99 to $3.00
(Hollander, 1966; Schindler, 1984). To maximize profits, companies may select $3.99 rather than $3.33 or prices below $3.99. Moreover, limited memory capacity is also one of components to cause level effect because consumers would most likely memory the first digits of prices.
Dehaene (1993) indicated that a number extends from left to right. Given the LR orientation (Coulter, 2001), left-most digits are the first numbers that consumers read, thereby making the left order of a price to be the first to be noticed. Presumably, if the order of numbers is reversed, LR orientation might disappear. The left-digit effect refers to the observation that, for example, $799 vs. $800 is merely a change of the left-most digit rather than only the right-most digit. In other words, it is a change in the left digit rather than a one-dollar reduction in price. The perception that causes consumers to transform multi-digit numbers into mental magnitudes is the so-called analog model. Under specific conditions, the left-most digit exerts a relatively greater effect than the other digits because the left-most digit changes from 8 to 7, while the change in the right-most digit (zero-ending versus nine-ending) are perceived as hardly significant. Therefore, some consumers perceive $799 as less expensive than $800. Multi-digit numbers are encoded as an analog representation (Dehaene, 1997; Monroe and Lee, 1999). As Dehaene (1997) indicated, individuals who assess the numbers with quantitative meaning usually tend to spontaneously map them onto an internal magnitude in the case of two multi-digit numbers. This study researches the orientation of consumers toward the left-most digit in order to investigate the price cognition of consumers.
A number of researchers have shown the effects of left-digit and last-digit prices (Thomas and Morwitz, 2005; Coulter, 2001; Anderson and Simester, 2003) with a focus on left-most and nine-ending prices. Therefore, this research aims to study consumers who enjoy investigating prices or securing greater benefits; in other words, some consumers are more inclined toward purchasing products whose prices have a lower left digit, while some enjoy comparing different prices (with lower left digit and with the same left digit) in order to ensure that it is a good bargain based on their perception of the price. Rational consumers shop more frequently but purchase products in smaller quantities when faced with higher price variability (Ho, Tang and Bell, 1998). Some researchers, such as Shen (2004), investigated consumers who perform action rationally based on the theory of reasoned action in order to understand the response of the consumers toward coupon promotion.
Therefore, this study assumes that some consumers will display purchase behavior rationally toward the left-digit effect.
2. Need For Cognition (NFC)
NFC is the tendency for people to engage in as well as enjoy thinking.
Cohen, Stotland and Wolfe (1955) proposed the concept of NFC and described that NFC is the need to structure pertinent situations in meaningful and integrated forms. In addition, Petty and Cacioppo (1986) demonstrated that NFC is not related to the traditional concept of intelligence. High-NFC consumers are more likely to possess a stronger intrinsic motivation to engage in cognition and attempt to reduce any inherent errors. Therefore, when people feel motivated because of the interest, enjoyment, challenge, etc., of the work they indulge in, they are compelled by intrinsic motivation. On the contrary, low-NFC consumers do not enjoy thinking. High NFC individuals are prone to use message content for judgment (Petty and Cacioppo, 1982) than low NFC individuals do (Haugtvedt, Petty and Cacioppo, 1992). The Need for Cognition scale ranges from low to high needs for cognition.
As Liebermann and Flint-Goor (1996) stressed, high-NFC consumers tend not to be manipulated by different information regarding various products. In addition, advertisers manipulate the messages they convey to consumers by highlighting the unique characteristics of the products that may find favor with the consumers, thereby encouraging consumers to purchase their products.
This is the so-called peripheral effect of ELM (Elaboration Likelihood Model). Petty and Cacioppo (1983) believed that ELM will influence the attitudes and reactions of consumers toward advertisement. Therefore, NFC is a significant factor that may influence the purchase decision of consumers.
Further, Petty and Cacioppo (1986) also indicated that NFC is cognition to the extent that individuals will engage in it on account of their intrinsic motivation. Based on this theory, numerous researches associated with NFC verify that high-NFC consumers possess stronger intrinsic motivation. They engage in cognition in order to reduce the possibility of any errors they might commit when they are purchasing products. On the other hand, low-NFC consumers do not indulge in the evaluation process. Park and Hastak (1994) indicated that low-NFC consumers are reluctant when faced with cognitive endeavors and would rather avoid arduous discussions or deliberations with regard to certain aspects; therefore, tend to be easily influenced by others.
3. Relationship between NFC and Promotion
According to existing literature, the level of NFC influences consumer behavior. High-NFC consumers will retain product characteristics longer than low-NFC consumers. As Petty and Cacioppo (1983) suggested, NFC can be divided into the following two categories: the center type and the peripheral type. High-NFC consumers generally enjoy thinking and analyzing the price
information of products when evaluating a promotional activity; this is the so- called center type. However, low-NFC consumers are likely to be lured by promotional activities and only judge products based on simple clues and principles; this is the peripheral type.
Pierre, Brain and Gilles (2000) found that monetary and non-monetary promotions provide consumers either hedonic or utilitarian benefits. Hedonic benefits comprise value expression, entertainment, and exploration. On the other hand, utilitarian benefits include saving money, getting better quality products, and improving shopping convenience. In addition to hedonic and utilitarian values, NFC is one of the elements of consumer psychology. As Liebermann and Flint-Goor (1996) suggested, high-NFC consumers are not likely to be intimidated by the diverse information they are exposed to after reviewing a variety of products and prefer different types of promotions.
Utilitarian benefits significantly effect high-NFC consumers (Kang, 2003). In other words, high-NFC consumers give more weight to utilitarian benefits;
this implies that they consider the utility of products when purchasing new products (Kang, 2003).
However, some consumers respond to promotional signals and disregard price differences. Low-NFC consumers respond to promotional signals without being mindful of price reductions, whereas high-NFC consumers respond to a promotional signal only when there is a substantive price reduction (Inman, McAlister and Hoyer, 1990). According to Inman, Peter, and Raghubir (1997), promotions with a restriction encourage low-NFC consumers to purchase products, whereas high-NFC consumers tend not to be affected by promotional restrictions or purchase limits, such as time limitation.
NFC as a predictor of information processing among consumers has been robustly demonstrated in numerous contexts. This study presents a further research into the relationship between NFC and promotion.
Given the previous discussion, the hypothesis is:
Compared with high-NFC consumers, low-NFC consumers will perceive prices with lower left digits (e.g., $920 vs. $890) to be lower than prices with the same left digits (e.g., $990 vs. $950).
Methodology
The data are processed using SPSS statistical analysis. This study employs MANOVA and two-way ANOVA in order to investigate the left- digit effect and NFC for price cognition. The survey is employed and 500 questionnaires are sent to undergraduates. After expunging invalid questionnaires, 459 undergraduate university students, 138 males and 321
females in the age group of 17 to 25, from the Department of Business Administration participated in the survey conducted to test an independent variable (monetary promotion), a dependent variable (price cognition), and moderator variables (NFC). The return rate of questionnaire is 91.8%. The students spent approximately 15 minutes to complete the questionnaire; each student received the requisite course credits for their participation in the survey. This study
The 459 participants comprised 264 high-NFC consumers and 195 low- NFC consumers, who filled out either the lower left digit or the same left digit questionnaires. Two hundred and twenty nine lower-left-digit questionnaires and 230 same-left-digit questionnaires were randomly distributed among the participants. Seventy-nine low-NFC participants and 150 high-NFC participants filled out the lower-left-digit questionnaires. One hundred and sixteen low-NFC participants and 114 high-NFC participants filled out same- left-digit questionnaires.
This study adopts the 18-item Need for Cognition scale from Cacioppo, Petty and Kao (1984). Moreover, this study also employs the 5-point Likert- type scale that ranges from “strongly disagree,” “disagree,” “neither disagree nor agree,” “agree,” to “strongly agree.” The stronger their agreement, the higher the score they receive. Participants indicate their degree of agreement with statements such as “I would prefer complex to simple problems,”
“Thinking is not my idea of fun,” etc. Cronbach’s α coefficient of NFC is 0.808.
Furthermore, this research adopts Thomas and Morwitz (2005)’ research as a reference of research method. Cronbach’s α coefficient of price cognition is 0.797. In order to encourage participants to become involved in the study, they answer three questions related to a real-life purchase circumstance. Half the participants answer questions involving the same left digit (e.g., $990 vs.
$950); the other half answer questions involving a lower left digit (e.g., $920 vs. $890). The products involved in this study are sneakers, MP3 players, and slippers (Nike and Adidas). A promotional price with a lower left digit that reduces 30 dollars and one with the same left digit that reduces 40 dollars are compared with the original price. The research instructs students to select the answer using the 5-point Likert-type scale in which 1 = “Strongly disagree”
and 5 = “Strongly agree.” Participants select a number that represents the degree to which they agree or disagree with the statements “I think the promotion product is inexpensive” and “I think the promotional price of the product is attractive.”
Result
1. Study: Left-digit Effect and NFC for Price Cognition
In this study, the hypothesis is that compared with high-NFC consumers, low-NFC consumers will perceive prices with lower left digits (e.g., $920 vs.
$890) to be lower than prices with the same left digits (e.g., $990 vs. $950).
Therefore, prices with lower left digit will be perceived to be smaller than prices with the same left digit for individuals with low NFC than for individuals with high NFC. This research measures the price perceptions for sneakers, MP3 players, and slippers (Nike and Adidas). The data are processed using SPSS statistical analysis. This study employs MANOVA and two-way ANOVA in order to investigate the left-digit effect and NFC for price cognition.
The first statistic is MANOVA. The analysis reveals a significant left- digit effect (F(1, 455) = 2.802, p = .040). Similarly, the interaction between the left-digit effect and NFC is also significant (F(1, 455) = 9.638, p = .000), indicating that consumers are likely to be affected by the left-digit effect, particularly low-NFC consumers as compared with high-NFC consumers (see Table 1-1).
Table 1-1 MANOVA on NFC Wilks’ Lambda F Hypothesis
df
Error df Sig.
Left-digit Effect 2.802 3.000 453.000 .040 Left-digit effect ×
NFC
9.638 3.000 453.000 .000
The next statistic used in this study is two-way ANOVA. For sneakers, the left digit is significant (F(1, 455) = 4.812, p = .029); this indicates that prices with a lower left digit ($820 vs. $790) affect consumers more than prices with the same left digit ($870 to $830). When the left digit is significant, it affects the price cognition of consumers. In a comparison of prices with lower left digit ($820 vs. $790) and same left digit ($870 vs.
$830), it is found that the promotional price of the former (Ml = 2.52) is less expensive than the latter (Ms = 2.33). Therefore, prices with a lower left digit affect consumers more than prices with the same left digit (see Table 1-2).
Furthermore, this study also classifies consumers into high and low NFC categories. When lower left-digit prices (the original price is $820 and the promotional price is $790, which results in a lower left digit) and the same left-digit prices (the original price is $870 and the promotional price is $830, which results in the same left digit) are compared, then it is found that low- NFC consumers perceive the lower left-digit price to be significantly less
expensive (Ms = 2.23 vs. Ml = 2.62; F(1, 455) = 5.343, p = .021). However, for high-NFC consumers, both lower and same left-digit prices are perceived to be similar (Ms = 2.43 vs. Ml = 2.42). Therefore, low-NFC consumers are affected more by the left digit than high-NFC consumers (see Table 1-3).
With regard to the MP3 player, the left digit is significant (F(1, 455) = 4.000, p = .046), thereby indicating that prices with a lower left digit ($925 vs.
$895) affect consumers more than prices with the same left digit ($980 vs.
$940). When the left digit is significant, it affects the consumers’ perception of price. According to Table 1-2, prices with a lower left digit (Ml = 3.30) are perceived to be significantly less expensive than prices with the same left digit (Ms = 3.05). Hence, prices with a lower left digit affect consumers more than prices with the same left digit effect. Similarly, this study classifies consumers into high and low NFC categories in order to investigate the differences that arise from their different characteristics. When lower left- digit prices (the original price is $925 and the promotional price is $895, which results in a lower left digit) and the same left-digit prices (the original price is $980 and the promotional price is $940, which results in the same left digit) are compared, it is found that low-NFC consumers perceive the lower left-digit price as significantly less expensive (Ms = 2.85 vs. Ml = 3.62; F(1, 455) = 18.597, p = .000). However, both lower and the same left-digit prices are rather similar (Ms = 3.25 vs. Ml = 2.97) for high-NFC consumers.
Therefore, low-NFC consumers are affected more by the left digit than high- NFC consumers (see Table 1-3).
A similar analysis of another product, i.e., slippers displays the same pattern. In the case of the slippers, the left digit is significant (F(1, 455) = 4.887, p = .028), which also implies that prices with a lower left digit ($920 vs. $890) affect consumers more than prices with the same left digit ($990 vs.
$950). Since the left digit is significant, it affects the price cognition of consumers. When the prices with lower and same left digit for both the products are compared, it is discovered that the former (Ml = 2.23) is less expensive than the latter (Ms = 2.00). Therefore, prices with a lower left digit affect consumers more than prices with the same left digit (see Table 1-2).
When a comparison between consumers having different levels of NFC is conducted, it is found that low-NFC consumers perceive lower left-digit prices to be significantly less expensive (Ms = 1.68 vs. Ml = 2.32; F(1, 455) = 16.129, p = .000) (see Table 1-3). In other words, a significant correlation exists between the left digit and NFC when lower left-digit prices (the original price is $920 and the promotional price is $890, which results in a lower left digit), same left-digit prices (the original price is $990 and the promotional price is $950, which results in the same left digit) and different levels of NFC
are compared.
Table 1-2 Left-digit effect and NFC for Sneakers, MP3 Player, and Slippers
Table 1-3
Left Digit × NFC
for Sneakers,
MP3 Player, and
Slippers
Product Sneakers MP3 player Slippers
NFC High Low High Low High Low
Lower left digit
2.42 2.62 2.97 3.62 2.14 2.32 Same left
digit
2.43 2.23 3.25 2.85 2.32 1.68
These results are consistent with the first hypothesis. Therefore, it is probable that, as compared with high-NFC consumers, low-NFC consumers perceive prices with a lower left digit to be lower than prices with the same left digit. In simple words, prices with a lower left digit affect low-NFC consumers more than high-NFC consumers.
Conclusion
This research provides further support to the evidence provided by previous researchers (Thomas and Morwitz, 2005; Coulter, 2001; Liebermann and Flint-Goor, 1996) that prices with lower left digit are perceived to be lower than prices with the same left digit by low-NFC consumers as compared with high-NFC consumers. The left digit effect of the three products mentioned in the previous chapter demonstrates that prices with a lower left digit affect consumers more than prices with the same left digit. Prices of sneakers with a lower left digit (Ml = 2.52) are perceived to be less expensive than prices with the same left digit (Ms = 2.33). Prices of MP3 players with a lower left digit (Ml = 3.30) are perceived to be less expensive than the prices of products with the same left digit (Ms = 3.05). In addition, prices of slippers with a lower left digit (Ml = 2.23) are less expensive than the prices of
Product Sneakers MP3 player Slippers Lower left
digit
2.52 3.30 2.23
Same left digit
2.33 3.05 2.00
products with the same left digit (Ms = 2.00). Therefore, it can be concluded that prices with a lower left digit affect consumers more than prices with the same left digit. This result supports the theory of LR orientation (Coulter, 2001), which states that consumers notice the left-most digits of the price first;
furthermore, LR orientation produces different results for consumers with different levels of NFC (Coulter, 2001).
After classifying NFC into high and low levels, it is found that as compared with high-NFC consumers, low-NFC consumers perceive prices with a lower left digit as less expensive than prices with the same left digit.
Low-NFC consumers perceive the price of sneakers with a lower left digit (Ml
= 2.62) to be less expensive than the prices of products with the same left digit (Ms = 2.23). Prices of MP3 players with a lower left digit (Ml = 3.62) are perceived to be less expensive than the prices of products with the same left digit (Ms = 2.85); similarly prices of slippers with a lower left digit (Ml = 2.32) are perceived to be less expensive than prices of products with the same left digit (Ms = 1.68) by low-NFC consumers as compared with high-NFC consumers. Therefore, low-NFC consumers are affected by the left digit.
These findings appear to indicate that high-NFC consumers tend not to be affected by different information for various products (Liebermann and Flint- Goor, 1996). However, low-NFC consumers tend to be affected by different information about various products. In other words, low-NFC consumers are more inclined toward purchasing products without taking note of price reductions, whereas high-NFC consumers purchase products if the products have a substantive price reduction (Inman, McAlister and Hoyer, 1990). As a result, NFC is of paramount importance in influencing the purchase decision of consumers. Therefore, in this study, which investigates the prices of three products (sneakers, MP3 players, and slippers), the first hypothesis is supported. According to this study, it is possible that prices with a lower left digit may affect low-NFC consumers more than high-NFC consumers.
1. Contributions to Literature and Suggestions for Marketing
Numerous researchers (Thomas and Morwitz, 2005; Coulter, 2001;
Anderson and Simester, 2003) researched the left-digit effect and nine-ending or odd-ending price. Researchers found that consumers tend to purchase products in greater quantity when they perceive that the price is reduced by one cent (e.g., $2.99 vs. $3.00). Besides, consumers read the digits of a price from left to right. Therefore, consumers are likely to underestimate the price (Coulter, 2001). These factors may affect the purchase decisions of
consumers. However, different kinds of monetary promotions may influence consumers to purchase products in accordance with their characteristics and behaviors such as NFC.
Although monetary promotion such as left-digit effect and nine-ending price influences consumers to increase the quantity of products they purchase, consumer characteristics also are important elements that affect the purchase decision of consumers. This research investigates NFC as a consumer characteristic in order to research whether different levels of NFC influence their attitudes toward different promotions, which includes lower left digit and same left digit. According to this study, different levels of NFC influence consumers differently in purchasing products under different promotions.
Consumers with a high level of NFC tend not to be affected by a lower left digit; however, there is a tendency for consumers with low level of NFC to be affected by promotions with a lower left digit.
In accordance with this study, it is recommended that companies must pay attention to different levels of NFC among consumers while determining prices and deciding pricing strategies for products, not because all consumers will be affected by a difference in left-digit prices, but because consumers possess different characteristics that affect their behaviors and attitudes toward the left-digit effect.
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Appendices
Dear Sirs:
I am a graduate student. I am conducting an academic research on prices for which I request you to provide your kind assistance. Please fill out the questionnaire in accordance with your personal opinion or perspective. There is no precise or correct answer. The questionnaire will be used only for the purpose of academic research; your responses will not be publicly displayed. Furthermore, you are not required to provide your name. Please fill out the questionnaire without any hesitation. We deeply appreciate your assistance.
Measuring Need for Cognition. Please select the most appropriate choice in response to the following statements. Thank you.
(A stands for “strongly disagree”; B represents “disagree”; C stands for
“neither disagree nor agree”; D represents “agree”; E refers to “strongly agree.”)
1. I would prefer complex to simple problems.
2. I like to have the responsibility of handling a situation that requires a lot of thinking.
3. Thinking is not my idea of fun.
4. I would rather do something that requires little thought than something that is sure to challenge my thinking abilities.
5. I try to anticipate and avoid situations where there is likely chance I will have to think in depth about something.
6. I find satisfaction in deliberating hard and for long hours.
7. I only think as hard as I have to.
8. I prefer to think about small, daily projects to long-term ones.
9. I like tasks that require little thought once I’ve learned them.
10.The idea of relying on thought to make my way to the top appeals to me.
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6 □ □ □ □ □ 7 □ □ □ □ □ 8 □ □ □ □ □ 9 □ □ □ □ □ 10□ □ □ □ □
11.I really enjoy a task that involves coming up with new solutions to problems.
12.Learning new ways to think doesn’t excite me very much.
13.I prefer my life to be filled with puzzles that I must solve.
14.The notion of thinking abstractly is appealing to me.
15.I would prefer a task that is intellectual, difficult, and important to one that is somewhat important but does not require much thought.
16.I feel relief rather than satisfaction after completing a task that required a lot of mental effort.
17.It’s enough for me that something gets the job done; I don’t care how or why it works.
18.I usually end up deliberating about issues even when they do not affect me personally.
A B C D E 11□ □ □ □ □ 12□ □ □ □ □ 13□ □ □ □ □ 14□ □ □ □ □ 15□ □ □ □ □
16□ □ □ □ □ 17□ □ □ □ □ 18□ □ □ □ □
Sneakers of questionnaire A
Situation 1:
Please assume that you have a budget that is sufficient for you to purchase a pair of new sneakers. A promotional activity in a shop offers sneakers at a promotional price of $830 instead of the regular price of $870. Please consider this promotion and select the most appropriate choice in response to the following statements.
Promotion!!!
$870 / $ 830
Blue shoes made of synthetic leather and polyester fiber!
1. I think the promotion product is inexpensive.
2. I think the promotional price of the product is attractive.
1 2
A
□
□ B
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□ C
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□ D
□
□ E
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Sneakers of questionnaire B
Situation 1:
Please assume that you have a budget that is sufficient for you to purchase a pair of new sneakers. A promotional activity in a shop offers sneakers at a promotional price of $790 instead of the regular price of $820. Please consider this promotion and select the most appropriate choice in response to the following statements.
Promotion!!!
$820 / $790
Black shoes made of synthetic leather and polyester fiber!
1. I think the promotion product is inexpensive.
2. I think the promotional price of the product is attractive.
1 2
A
□
□ B
□
□ C
□
□ D
□
□ E
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