Can rounding up price discounts reduce sales?
研究发现，将折扣向上取整（如将7.7%显示为8%）反而会降低购买意愿，因为精确的折扣让消费者感觉折扣持续时间更短，从而更愿意购买。
Abstract Some retailers round up price discounts, such as displaying a 7.7% discount as an 8% discount. In such instances, lay beliefs would suggest that displaying an 8% discount (vs. a 7.7% discount) would increase purchase intentions. In this research report, however, we show that displaying a rounded‐up, higher‐value discount (8%) versus a more precise but lower‐value discount (7.7%) reduces purchase intentions. Specifically, we show that using a more precise discount framing increases perceptions that the discount duration is shorter, in turn increasing purchase intentions. This research report presents a relevant and counterintuitive effect, and we propose contributions to work on both behavioral pricing and numerical information processing. Furthermore, this work has implications for practice, showing how to optimally display price discounts.