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Neither moral philosophy nor history provides a satisfactory explanation for Oskar Schindler’s extraordinary rescue of more than 1,200 Jews during the Holocaust. Thomas Keneally’s Schindler’s Ark does. Although Schindler’s Ark is technically a work of fiction, that generic label obscures its contribution as a fictionalised account of true events. By using a novelist’s tools to tell an historical story, Keneally allows us to make inferences as to the motives of his protagonist and thereby helps us to understand what propelled the moral behaviour of Oskar Schindler.

We argue that Oskar Schindler is a moral exemplar. Oskar Schindler and other moral exemplars should, according to Mayo, be emulated. Emulating Schindler when he acted as a moral exemplar could have led to others’ being helped during truly terrible times. Yet, had officialdom at that time known what Schindler was doing, he would have lost his life, and the lives of the many others he was able to save – as well as their progeny – would also have been lost. Thus, we underscore that it can be extraordinarily difficult for someone to be recognised as a moral exemplar when a moral exemplar is so desperately needed.

Let us return to Nancy Cruzan's story. Hopeful that Nancy would eventually recover, her parents, Lester and Joyce Cruzan, agreed to have doctors insert a feeding tube to deliver artificial hydration and nutrition – a decision they would one day regret. Although the Cruzans visited frequently, Nancy was unable to respond to their attention. After four years had elapsed, the Cruzans concluded that Nancy would never regain consciousness and should be allowed to die.

The purpose of this paper is to guide managers' choices of rightmost digits in retail prices by acquiring a better understanding of the psychological mechanisms by which price endings can influence sales.

The paper observes and compares the price endings used in large matched samples of advertised prices in two countries with considerable cultural differences, the USA and Japan.

Although the digit 9 predominates among the rightmost digits of advertised prices in the USA the digit 8 predominates in Japan. In contrast to this difference, the US and Japanese prices are similar in that both show greater use of 9 or 8 endings when this choice lowers the price's leftmost digit and when the advertised price is claimed to be a discount price.

Future research should include a wider range of price advertising media and should examine usage patterns of less frequently occurring digits.

Setting a price that falls just below a round number can be helpful in creating a low‐price image. Setting this just‐below price with a 9‐ending would be appropriate in the USA and European countries, but in Japan and other Asian countries, it would be more appropriate to set this just‐below price with an 8‐ending.

These results provide guidance to the retail price setter and illustrate to the basic researcher how universal psychological processes and specific cultural meanings can interact to determine consumer perceptions of marketing stimuli.

Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending practices in western versus non‐western countries, using Hall's high‐low context construct.

A survey of web‐posted prices in ten countries is conducted.

Relative to their counterparts in low context, western cultures, consumers in high context, non‐western cultures may be less prone to the illusion of cheapness or gain created by odd endings, and more likely offended by such perceived attempts to “fool” them. Thus, odd endings are predicted to operate at a higher level of value significance to consumers, and to occur less frequently relative to even endings, in high than low, context cultures. Data support the predictions.

Additional empirical studies are recommended to further test the proposed theory.

Western firms need to be cautious when replicating odd ending practices in non‐western markets. Even ending is a “safer” pricing format. Odd endings, if used, should convey cheapness or gain that is more “real”.

The research results indicate that the results of western‐based consumer research cannot be treated as universally applicable. The high‐low context theory supplements prior theories for price ending patterns in non‐western countries, and those based on perceptions and affect in the west. The study also demonstrates the usefulness of the web method in international pricing research.

Effective project learning can prevent projects from repeating the same mistakes; however, knowledge codification is required for project-to-project learning to be up-scaled across the temporal, geographical and organisational barriers that constrain personalised learning. This paper explores the state of practice for the structuring of codified project learnings as concrete boundary objects with the capacity to enable externalised project-to-project learning across complex boundaries. Cross-domain reconceptualisation is proposed to enable further research and support the future development of standardised recommendations for boundary objects that can enable project-to-project learning at scale.

An integrative literature review method has been applied, considering knowledge, project learning and boundary object scholarship as state-of-practice sources.

It is found that the extensive body of boundary object literature developed over the last three decades has not yet examined the internal structural characteristics of concrete boundary objects for project-to-project learning and boundary-spanning capacity. Through a synthesis of the dispersed structural characteristic recommendations that have been made across examined domains, a reconceptualised schema of 30 discrete characteristics associated with boundary-spanning capacity for project-to-project learning is proposed to support further investigation.

This review makes a novel contribution as a first cross-domain examination of the internal structural characteristics of concrete boundary objects for project-to-project learning. The authors provide directions for future research through the reconceptualisation of a novel schema and the identification of important and previously unidentified research gaps.

American multinationals, when deciding pricing strategies for their culturally diverse foreign markets, usually have to debate whether to change or to keep the pricing strategy that they have been using at home. The recent move towards standardization in global markets has only raised the importance of this issue. This research addresses this issue by comparing the effectiveness of 9‐ending prices or just below prices in the USA and in a Central European country, Poland. A conceptual framework was developed to predict why there might be differences in preference for such 9‐ending prices in Poland and the USA. Results from the first study show that 9‐ending prices, which are popular in the US market, are not well received in the Polish market. The second study provided further insights by determining reasons for differences in perception and preference for such prices in the two countries.

Going beyond odd and even prices, this paper aims to explore the rationale behind the widespread practice of setting prices ending in “50” or “80” in the luxury industry. The authors argue that when they set such prices, managers agree to reduce their profit margin to limit the anticipated guilt luxury consumers associate with luxury shopping while also protecting their brand luxury. The authors label these prices compromise prices and formally define compromise pricing as the practice of choosing a price’s ending so that the price falls below (but not just below) a round number to boost sales without damaging brand luxury.

Following the observation of the overrepresentation of prices ending in “50” and “80” in the luxury clothing category, an experiment explores the impact of compromise prices on anticipated guilt and brand luxury in the luxury watch category. Then, to identify when luxury pricing managers typically favor compromise prices, multinomial regressions investigate prices collected on two online luxury fashion retailers for the luxury clothing and handbag categories.

Compromise prices reduce the anticipated guilt luxury consumers associate with luxury shopping compared with even prices while enhancing brand luxury compared with odd prices and interestingly, with even prices also. This finding gives rationale to luxury managers’ preference for compromise prices in the ninth hundred (i.e. €X950, €X980), especially for higher-priced products, i.e. when the potential for price underestimation and/or the risk of damaging brand luxury are more important.

This research contributes to the field of luxury pricing by providing evidence to an original price-ending practice, coined compromise pricing, which consists in agreeing to a slight reduction in prices and unit margin to protect brand luxury.

The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under different purchase motivations.

Three experiments are conducted. The first experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (product appeal: green vs non-green) between-subjects study; the second experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (price level: low price vs high price) × 2 (product appeal: green vs non-green) between-subjects study; and the third experiment examined buyers’ preferences of price endings regarding the purchase of green products having either utility (utilitarian) or pleasure (hedonic) motivation.

This research highlights that consumers prefer zero-ending prices for green products and pleasure motivation products, but they prefer odd endings for low-priced and utilitarian products. These results support the increased reception of round-ending prices. Accordingly, this study contributes to the literature by providing a boundary condition for odd-ending prices. Specifically, the study finds that the effect of nine-ending prices becomes weaker as the price of the product increases.

The findings of this study have practical implications for managers, as the results indicate that pricing green products and high-quality perception products using round digits and pricing low-priced and utility perception products using odd digits will increase consumers’ purchase intentions. Moreover, pricing the products using round-ending prices will reduce the perception of low quality and deter brand loyalty emanating from a low-priced/discount image of a product.

This research contributes to theoretical and practical aspects of behavioural pricing literature. This research uncovers the buyers’ distinct preferences for zero-ending prices and odd-ending prices when purchasing different products based on different motivations and varied price levels. This is the first research of its kind to explore and compare the impact of psychological pricing on green products. The study also resolves a contradiction in past literature regarding the use of nine-ending prices by providing boundary conditions.

This paper aims to improve understanding of the effects of price endings on consumers' choice behavior. The research study described here was driven by three central questions. First, do consumers process a price holistically or process each digit as a stimulus? Second, do consumers “round” prices? Third, do price endings such as 9 or 0 have specific effects on purchase intentions?

The study is based on a discrete choice experiment where consumers responded to two‐digit prices. Tomato soup and backpacks were the two product categories selected for the study. A total of 188 university students who had purchased these products completed an online survey indicating their choices for one of the four alternative products, with an option of not purchasing anything. Tomato soup prices were varied from 40 cents to 99 cents (every potential price ending was included) and backpack prices varied from $30 to $59 (no pennies). Each respondent made 20 choices for each product and the resulting database was used to construct the nested logit models.

Estimated models suggest that consumers do not process price holistically. In other words, respondents processed prices by splitting numbers into two parts. Furthermore, the use of truncation and the effects of “odd/even” and “0” appeared to be statistically significant for both canned soup and backpack products. Although there was rounding of prices for the soup category, there was no statistically significant support for that in the backpack category. Finally, the effect of a 9‐ending was statistically significant for the backpack category but not for the soup category.

The findings suggest that consumers may not process prices holistically. This, in turn, means that price endings are likely to influence consumer price sensitivity and both retailer and manufacturer profits.

This is the first paper that examines price endings for all numbers from 0 to 9. In addition, the use of a discrete choice modeling method to infer individual choice behaviour in this context is new and innovative.