O3. the Effect of Numeric Information on Product Evaluation

This research proposes that precise number will polarize product evaluation, making the judgment of positive product information more positive, and negative information more negative. It happens because processing precise number is more arousing, and the heightened arousal leads to evaluative extremity. Three studies were conducted to test our predictions.



Citation:

Zhen Yang, Yanliu Huang, and Dengfeng Yan (2018) ,"O3. the Effect of Numeric Information on Product Evaluation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 936-936.

Authors

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers 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.