Making Sense of the Nonsense: When Are Consumers Sensitive to Magnitude Variation in Unfamiliar Numerical Information?

Luxi Shen, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
We examine how consumers judge a single choice option when numerical attribute information is in unfamiliar units (e.g., price in a foreign currency). When consumers focus on the number (the default), they show magnitude sensitivity. When the unit is made salient, however, they become insensitive to magnitude.
[ to cite ]:
Luxi Shen and Oleg Urminsky (2011) ,"Making Sense of the Nonsense: When Are Consumers Sensitive to Magnitude Variation in Unfamiliar Numerical Information?", 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: 248-249.