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.
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.
Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA
NA - Advances in Consumer Research Volume 46 | 2018
A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior
Julian K Saint Clair, Loyola Marymount University, USA
M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude
Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA
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Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France