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.


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.


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


E - European Advances in Consumer Research Volume 11 | 2018

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