10-L: Number-Location Bias: Do Consumers Correctly Process the Number?

This study investigated whether consumers process numeric information with spatial cues and whether a number-location bias is attenuated or strengthened by verticality of visual focus. Results of a series of experiments revealed that the verticality effect was stronger than the horizontality effect of numeric information on perceived magnitude.


Jihye Park and Yoon Jin Ma (2017) ,"10-L: Number-Location Bias: Do Consumers Correctly Process the Number?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.


Jihye Park, Hankuk University of Foreign Studies, South Korea
Yoon Jin Ma, Illinois State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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