Holistic Processing and Left-Digit Effect

The paper examines when people are more likely to fall prey to the left-digit effect. We show that when people make stimulus-based (vs. memory-based) evaluations, the left-digit effect is enhanced. We argue that this effect is driven by the relative salience of digital (vs. holistic) processing of price information.



Citation:

Tatiana Sokolova, Manoj Thomas, and Satheesh Seenivasan (2018) ,"Holistic Processing and Left-Digit Effect", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 9-13.

Authors

Tatiana Sokolova, University of Michigan, USA
Manoj Thomas, Cornell University, USA
Satheesh Seenivasan, Monash University, Australia



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

Read More

Featured

Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More

Featured

The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, 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.