Cultural superstitions and the price endings used in Chinese advertising

• Main Authors: Simmons, Lee C., Schindler, Robert M.
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: https://hdl.handle.net/10356/100757; http://hdl.handle.net/10220/16228
• Institution: Nanyang Technological University

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...