When children confront prices: an approach based on price presentation

Abstract

Purpose This paper seeks to examine how young consumers attribute and select product prices according to their presentation (i.e. format and ending). Design/methodology/approach A questionnaire, administered to a sample of children between six and 12 years of age, reveals that children's allocation of prices and children's choices depend on different price formats (i.e. non‐decimal versus decimal prices and varied price endings). Findings Children tend to prefer round prices and to choose a 0‐ending in the decimal portion of decimal prices. However, their preferences also depend on their position as either a salesperson or a buyer. Originality/value Research into the relationship between children and price is a relatively new field. This study uses recent works as a basis and extends the field with new insights.