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 MoreFeatured
More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption
Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales
Featured
K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation
Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France