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



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