Customers' Magnitude Perception For Letters Versus Numbers

Cues encountered in everyday life can have quantitative versus qualitative features. This research shows that quantitative versus qualitative markings in environment can differentially influence consumers’ judgements in domains such as health, distance, effort. Moreover, these cues affect decisions differently depending on whether individual contemplates taking action versus actually performing action.


Shelly Rathee, Arul Mishra, and Himanshu Mishra (2017) ,"Customers' Magnitude Perception For Letters Versus Numbers", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 831-832.


Shelly Rathee, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA


NA - Advances in Consumer Research Volume 45 | 2017

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