Cultural superstitions and the price endings used in Chinese advertising
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 di...
Saved in:
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2013
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/100757 http://hdl.handle.net/10220/16228 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | 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. |
|---|