The Rating Polarity Effect: Overcoming the Surreptitious Influence of Implicit Numerical Associations on Consumer Judgments

Ellie Kyung, Dartmouth College, USA
Manoj Thomas, Cornell University, USA
Aradhna Krishna, University of Michigan, USA
Can rating polarity (1=bad, 5=good versus 1=good, 5=bad) influence consumer judgments? Four experiments with American and German consumers demonstrate that product evaluations are less sensitive to differences in product quality when using a culturally atypical rating format due to interference between numerical associations in memory. Mindsets mitigate this interference.
[ to cite ]:
Ellie Kyung, Manoj Thomas, and Aradhna Krishna (2015) ,"The Rating Polarity Effect: Overcoming the Surreptitious Influence of Implicit Numerical Associations on Consumer Judgments ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 282-286.