The left-digit defending effect: a replication with extension of the left‐digit effect to spending intentions based on resources
复制并扩展了左位数效应，发现消费者在剩余资源（如现金）的左位数变化时更可能抑制消费，且该效应在低收入群体中更明显。
Abstract 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.