Cultural superstitions and the price endings used in Chinese advertising.
Simmons, Lee C.
Schindler, Robert M.
Date of Issue2003
College of Business (Nanyang Business School)
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.
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.126.96.36.19961]. 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.