Valence Framed in Percentages – When the Rich Gets Richer

This paper examines the moderating effect of numeric framing on the relative role of review valence and volume in consumer decision making. We show that an absolute number format induces holistic processing and accentuates review volume, whereas percentage format triggers piecemeal processing and decreases the importance of volume.


Anh Dang and Yuping Liu-Thompkins (2019) ,"Valence Framed in Percentages – When the Rich Gets Richer", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 527-528.


Anh Dang, Northern Kentucky University, USA
Yuping Liu-Thompkins, Old Dominion University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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