Abstract
Four symbolic meanings have been associated with 9-ending prices: Discount price, enhanced value, low quality, and misleading action. Scales were developed to measure each meaning and the relative strength of these meanings in influencing tourists' purchases among samples from the U.S., Korea and China was investigated. The analyses found no differences in the likelihood of tourists selecting 9-ending rather than even-ending prices when purchasing a sandwich, a pizza or show tickets; in their relative importance across cultures; or in the influence on purchase decisions of different symbolic meanings associated with 9-endings. However, a 9-ending discount was perceived to be more effective when compared to even-ended price discounts in the context of a hotel room. Again, however, its effectiveness could not be explained by the different symbolic meanings associated with 9-ending prices.
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