1. Cultural Superstitions and the Price Endings Used in Chinese Advertising.
- Author
-
Simmons, Lee C. and Schindler, Robert M.
- Subjects
SUPERSTITION ,PRICES ,MARKETING strategy ,EIGHT (The number) ,FOUR (The number) ,CONSUMER attitudes ,CROSS-cultural differences ,SOCIAL norms ,BUSINESS success ,CONSUMER preferences ,PRODUCT management ,PSYCHOLOGY - Abstract
In traditional Chinese superstition, the numerical digit 8 is associated with prosperity and good luck and the digit 4 is associated with death. An examination of the price endings used in a sample of Chinese price advertisements indicates a distinct tendency to favor the digit 8 and to avoid the digit 4. These results constitute evidence of the role of superstition in the Chinese marketplace and provide guidance for setting prices in this increasingly important market. [ABSTRACT FROM AUTHOR]
- Published
- 2003
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