Does 8 of 10 Equal 80 of 100? the Scale Magnitude Effect on Singular Option Evaluation

Tao Tao, Chinese University of Hong Kong, Hong Kong, China
Yuhuang Zheng, Tsinghua University, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Liangyan Wang, Shanghai Jiao Tong University, China
This research extends the scale magnitude effect from option comparisons to singular option evaluation. In three studies, we demonstrate that at high percentage levels, “not get” part of the score is focused; therefore large scale magnitude decreases evaluation. Further, regulatory focus moderates the valance of the scale magnitude effect.
[ to cite ]:
Tao Tao, Yuhuang Zheng, Robert S. Wyer, and Liangyan Wang (2013) ,"Does 8 of 10 Equal 80 of 100? the Scale Magnitude Effect on Singular Option Evaluation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.