Review on numerical cues in marketing and consumer behaviour literature

Overview

The use of numerical cues in pricing (e.g., $0.99) has been widely studied by academic researchers and utilized by marketers for a long time. Several studies have argued that this method is effective in driving purchases, though many have reached different conclusions.

This project aims to conduct a literature review on numerical cues (i.e., just-below pricing) in marketing and consumer behavior literature to determine the extent to which numerical cues have been studied in the literature.

Research engagement

The participating student will primarily engage in literature review tasks.

Research activities

The tasks will involve searching for and reviewing relevant literature, as well as recording and coding variables based on provided descriptions. The participating student will work with Dr. Di Wang and a PhD candidate on this project.

Outcomes

The participating student is expected to deliver the following key outcomes, which will contribute significantly to the understanding of numerical cues in marketing and consumer behavior:

A list of relevant literature
A record of the literature review
A table of coded variables

Skills and experience

The participating student should have experience in conducting literature reviews. Knowledge of research methodology, particularly experimental design, will be a plus.

Start date

1 November, 2024

End date

15 February, 2025

Location

The work will be flexible, allowing the participating student to allocate their working hours to complete each milestone. Additionally, the student can work from home, and team communications will occur via email and video calls (i.e., on Zoom).

Keywords

• Literature Review
• Marketing
• Consumer behaviour
• Numerical cues

Contact

Dr Di Wang, di.wang@qut.edu.au