The purpose of this study is to see whether price endings affect people's perceptions of luxury and necessity goods. There is evidence that the rightmost digits, or endings, of retail prices can communicate meanings to consumers. Some researchers (Schindler and Kirby, 1997; Stiving and Winer, 1997; Thomas and Morwitz, 2005) argued that there are two price ending effects level effects (those effects in which consumers may underestimate the price); and image effects (those effects in which consumers may infer meaning from the right-hand digits). In the study, ninety-three participants were recruited from the University of Canterbury, Christchurch, New Zealand. All participants were given questionnaires to rate the quality and necessity-luxury of the good first; then a distraction session which used for distracting participants' attention from memorizing the prices of the goods; then a recall-test was given. Participants gave significantly different ratings for luxuries and necessities according to the different price-endings. In addition, the idea that the prices ending in 9 tend to be underestimated was also found.

The purpose of this study is to see whether price endings affect people's perceptions of luxury and necessity goods. There is evidence that the rightmost digits, or endings, of retail prices can communicate meanings to consumers. Some researchers (Schindler and Kirby, 1997; Stiving and Winer, 1997; Thomas and Morwitz, 2005) argued that there are two price ending effects level effects (those effects in which consumers may underestimate the price); and image effects (those effects in which consumers may infer meaning from the right-hand digits). In the study, ninety-three participants were recruited from the University of Canterbury, Christchurch, New Zealand. All participants were given questionnaires to rate the quality and necessity-luxury of the good first; then a distraction session which used for distracting participants' attention from memorizing the prices of the goods; then a recall-test was given. Participants gave significantly different ratings for luxuries and necessities according to the different price-endings. In addition, the idea that the prices ending in 9 tend to be underestimated was also found.

The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand. The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees. The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers. Communication of core values via notional employees follows four steps. First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required. These steps are presented in “The Core Value Communication Wheel”.

<p>The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand.</p><p>The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees.</p><p>The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers.</p><p>Communication of core values via notional employees follows four steps.</p><p>First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required.</p><p>These steps are presented in “The Core Value Communication Wheel”.</p>