The Effects of Scale Expansion on Preference, Prediction, and Judgment

Richard P. Larrick, Duke University, USA
Katherine Burson , University of Michigan, USA
Min Kay, Duke University, USA
Consumers are routinely confronted with quantified information that is open to alternative expressions, such as inches versus feet or minutes versus hours. This talk reviews several studies showing that multiplying information expressed on a ratio scale by an arbitrary factor leads to systematic effects on preference, prediction, and judgment.
[ to cite ]:
Richard P. Larrick, Katherine Burson , and Min Kay (2011) ,"The Effects of Scale Expansion on Preference, Prediction, and Judgment", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 246-247.