"This isn't a decision-making tool that's based on economics," said Parsa, associate professor of hospitality management in the College of Human Ecology. "It's more psychological. If you are in the high end of the market, you want to maintain the image of quality.
When reviewing the responses, the researchers found that participants tended to choose "0" price endings when choosing for high quality, and tended to avoid "0" endings when choosing for high value.
The research shows a synergy between consumers' expectations when they see the price of an item, and the image that restaurants hope to project, Parsa said."
This may already be common knowledge among restaurant professionals, however it is always beneficial to know the source, science, and research behind the practice.