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
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