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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Featured

Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

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.