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...
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sg-ntu-dr.10356-1007572023-05-19T06:44:40Z Cultural superstitions and the price endings used in Chinese advertising Simmons, Lee C. Schindler, Robert M. Nanyang Business School DRNTU::Business 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. Published version 2013-10-03T03:05:31Z 2019-12-06T20:27:42Z 2013-10-03T03:05:31Z 2019-12-06T20:27:42Z 2003 2003 Journal Article Simmons, L. C., & Schindler, R. M. (2003). Cultural superstitions and the price endings used in Chinese advertising. Journal of international marketing, 11(2), 101-111. 1069-031X https://hdl.handle.net/10356/100757 http://hdl.handle.net/10220/16228 10.1509/jimk.11.2.101.20161 en Journal of international marketing © 2003 American Marketing Association. This paper was published in Journal of International Marketing and is made available as an electronic reprint (preprint) with permission of American Marketing Association. The paper can be found at the following official DOI: [http://dx.doi.org/10.1509/jimk.11.2.101.20161]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law. application/pdf |
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DRNTU::Business Simmons, Lee C. Schindler, Robert M. Cultural superstitions and the price endings used in Chinese advertising |
| description |
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. |
| author2 |
Nanyang Business School |
| author_facet |
Nanyang Business School Simmons, Lee C. Schindler, Robert M. |
| format |
Article |
| author |
Simmons, Lee C. Schindler, Robert M. |
| author_sort |
Simmons, Lee C. |
| title |
Cultural superstitions and the price endings used in Chinese advertising |
| title_short |
Cultural superstitions and the price endings used in Chinese advertising |
| title_full |
Cultural superstitions and the price endings used in Chinese advertising |
| title_fullStr |
Cultural superstitions and the price endings used in Chinese advertising |
| title_full_unstemmed |
Cultural superstitions and the price endings used in Chinese advertising |
| title_sort |
cultural superstitions and the price endings used in chinese advertising |
| publishDate |
2013 |
| url |
https://hdl.handle.net/10356/100757 http://hdl.handle.net/10220/16228 |
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1770563786584883200 |