The purpose of this thesis is to evaluate the differences between 9-ending on promotion prices used by Thai retailers and Swedish retailers. The quantitative research approach is the chosen method in order to evaluate the differences between 9-ending on promotion prices used by Thai retailers and Swedish retailers. The collection of data will be mainly concentrated on primary data through brochures from retailers in both countries. Evaluation of the price endings for advertised products in the brochures from Thai and Swedish retailers founded the distinctions between the use of 9-ending prices in many ways such as the way the retailers used left and right digits for price endings, the way they set the prices compared between the same product category and the same product sub-category.

Dans ma thèse, j’étudie les représentations mentales et les processus cognitifs qui sous-tendent le calcul mental sur le marché. Cette thèse contribue à la recherche de prix psychologique en décrivant de nouveaux facteurs qui influencent les jugements de prix des consommateurs. En particulier, je découvre facteurs qui rendent les consommateurs plus ou moins susceptibles d’arrondir les prix vers le bas (Essai 1) et les facteurs qui déterminent leur tendance à se fixer sur les différences de pourcentage (Essai 3). En outre, cette recherche fournit de nouvelles perspectives à la littérature de budgétisation mentale en identifiant des stratégies de calcul mental qui conduisent à des estimations panier de prix plus précis (Essay 2). Dans l'ensemble, ma recherche va contribuer à notre compréhension des jugements de prix des consommateurs et proposer des contextes et des stratégies conduisant à des évaluations de prix plus précis. / In my dissertation I look at mental representations and cognitive processes that underlie mental arithmetic in the marketplace. This research contributes to behavioral pricing literature by outlining novel factors that influence consumers’ price difference judgments. Particularly, I uncover factors that make consumers more or less likely to fall prey to the left-digit anchoring bias (Essay 1) and factors that determine their tendency to rely on relative thinking in price difference evaluations (Essay 3). Further, this research provides new insights to the mental budgeting literature by identifying mental computation strategies that lead to more accurate basket price estimates (Essay 2). Overall, I expect my research to contribute to our understanding of consumers’ price judgments and suggest contexts and strategies leading to more accurate price evaluations.