Leaps and Tweaks: the Impact of Version Numbers on Product Attractiveness
When consumers evaluate products with version numbers, smaller numerical gaps between version numbers can enhance product appeal. Three studies show that this effect occurs when the existing version has a decimal number while the new version has a whole number, suggesting a more substantive leap after several incremental ones.
Meyrav Shoham, Yael Steinhart, and Sarit Moldovan (2016) ,"Leaps and Tweaks: the Impact of Version Numbers on Product Attractiveness ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 759-759.
Meyrav Shoham, Technion - Israel Institute of Technology, Israel
Yael Steinhart, Tel-Aviv University, Israel
Sarit Moldovan, The Open University of Israel
NA - Advances in Consumer Research Volume 44 | 2016
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Preferences for Insight and Effort Differ across Domains and Audiences
Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria