How One-Step (Vs. Gradual) Presentation of Change Affects Its Perceived Magnitude - the Role of Identity

Overall change in a stimulus is perceived to be larger when presented in one step vs. gradually, but only when the changing stimulus has an underlying identity (e.g. a person or brand). Our findings suggest this is because one-step (vs. gradual) change causes stronger perceived disruption of the underlying identity.


David Faro, Emre Ozdenoren, and Anja Schanbacher (2016) ,"How One-Step (Vs. Gradual) Presentation of Change Affects Its Perceived Magnitude - the Role of Identity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.


David Faro, London Business School, UK
Emre Ozdenoren, London Business School, UK
Anja Schanbacher, London Business School, UK


NA - Advances in Consumer Research Volume 44 | 2016

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