As Many As 9, But As Few As 11: on a Hypothesis Testing Process of Evaluating Inevaluable Quantities

When communicating quantities, communicators often embed cues to imply whether this quantity is large/small (e.g., “only 11 pounds.”). We find that such communicator’s position affects how recipients evaluate the quantity, the extent to which depends on the magnitude of the individual digits constituting the number, leading to potential judgment reversals.


Y. Charles Zhang and Yunhui Huang (2016) ,"As Many As 9, But As Few As 11: on a Hypothesis Testing Process of Evaluating Inevaluable Quantities", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 699-700.


Y. Charles Zhang, University of California Riverside, USA
Yunhui Huang, Nanjing University, China


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More


The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA

Read More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.