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When children confront prices: an approach based on price presentation

Coralie Damay (Department of Marketing, ISC Paris, Paris, France)
Nathalie Guichard (Department of Marketing, Université Paris 1 Panthéon‐Sorbonne, Paris, France)
Amélie Clauzel (Department of Marketing, Université Paris Est – Université Evry Val d'Essonne, Evry, France)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 November 2011




This paper seeks to examine how young consumers attribute and select product prices according to their presentation (i.e. format and ending).


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).


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.


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.



Damay, C., Guichard, N. and Clauzel, A. (2011), "When children confront prices: an approach based on price presentation", Journal of Product & Brand Management, Vol. 20 No. 7, pp. 514-525.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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