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<p>Thomas and Morwitz (2005) have shown that price evaluations are disproportionately influenced by their leftmost digit — the same price difference is perceived as larger when the left digits of prices differ (e.g., $3.99 vs. $4.00) than when the left digits are the same (e.g., $3.59 vs. $3.60) — a phenomenon referred to as the left-digit effect. In this paper, we extend and replicate the effect on consumers’ spending intentions based on their remaining resources. Consistent with the left-digit effect, we find that the expected left-digit changes in resources (e.g., spending $1.0 from $30) are more likely to suppress spending than no change in the left-digit (e.g., spending $1.0 from $26). We also investigate the moderating role of income level and find that the effect is more pronounced among low-income participants.</p>

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The left-digit defending effect: a replication with extension of the left‑digit effect to spending intentions based on resources

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年12月16日

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  • Na Hea Park,
  • Chan Jean Lee

摘要

Thomas and Morwitz (2005) have shown that price evaluations are disproportionately influenced by their leftmost digit — the same price difference is perceived as larger when the left digits of prices differ (e.g., $3.99 vs. $4.00) than when the left digits are the same (e.g., $3.59 vs. $3.60) — a phenomenon referred to as the left-digit effect. In this paper, we extend and replicate the effect on consumers’ spending intentions based on their remaining resources. Consistent with the left-digit effect, we find that the expected left-digit changes in resources (e.g., spending $1.0 from $30) are more likely to suppress spending than no change in the left-digit (e.g., spending $1.0 from $26). We also investigate the moderating role of income level and find that the effect is more pronounced among low-income participants.