Is It All Relative? the Effect of Number Format on Relative Thinking in Numerical Judgments

This paper builds on research in behavioral economics and numerical cognition to examine the role of relative thinking in numerical difference judgments across different number formats. We show that relative thinking is weaker for large multi-digit numbers, and decimals since such numbers are harder to represent intuitively.


Tatiana Sokolova and Manoj Thomas (2015) ,"Is It All Relative? the Effect of Number Format on Relative Thinking in Numerical Judgments", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 808-808.


Tatiana Sokolova, HEC Paris, France
Manoj Thomas, Cornell University


NA - Advances in Consumer Research Volume 43 | 2015

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