Placing Value on Place Value: Numerical Precision Influences the Weighting of Ascending Versus Descending Attributes
Four studies document that when product attributes are specified with greater numerical precision, descending attributes (e.g., weight)—for which smaller numbers are preferred—receive more weight in decision-making than ascending attributes (e.g., speed). This effect occurs because precision activates the concept of reduction and focuses consumers on other reduction-related stimuli.
Jorge Pena-Marin and Mathew S. Isaac (2019) ,"Placing Value on Place Value: Numerical Precision Influences the Weighting of Ascending Versus Descending Attributes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 222-226.
Jorge Pena-Marin, University of Cincinnati, USA
Mathew S. Isaac, Seattle University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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