Focusing on the Left Digit: an Encoding Or an Estimation Bias?
This research investigates the mechanisms that underlie the left-digit effect. We argue against the biased encoding account and in favor of the rounding-up aversion account. Three studies demonstrate that consumers encode price endings, use them in their estimation strategy choices and become less averse to rounding-up in memory-based price comparisons.
Tatiana Sokolova and Manoj Thomas (2014) ,"Focusing on the Left Digit: an Encoding Or an Estimation Bias?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 690-691.
Tatiana Sokolova, HEC Paris, France
Manoj Thomas, Cornell University, USA
NA - Advances in Consumer Research Volume 42 | 2014
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand
Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA