The Influence of Relative and Absolute Differences on Judgments

Dan Schley, Ohio State University, USA
Ellen Peters, Ohio State University, USA
We demonstrate that, contrary to previous research on proportion dominance, consumers appear substantially more sensitive to absolute differences than to relative differences. These findings were robust across manipulations and both between- and within-participant. Furthermore, the current research demonstrates that consumers have limited attention available, attending to relative or absolute differences.
[ to cite ]:
Dan Schley and Ellen Peters (2013) ,"The Influence of Relative and Absolute Differences on Judgments", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.