The Numerical Precision Effect: How Precision of Attribute Information Affects Adoption of New-Technology Products

We propose that that a precise numerical representation of a new-technology product’s specific attributes (39.42 vs. 40.00 megapixels) increases adoption of the product. This is because numerical precision boosts the buyer’s perceived control of product usage, which in turn reduces risks associated with the purchase of a new technology product.



Citation:

Hanyong Park, JaeHwan Kwon, and Rajesh Bagchi (2020) ,"The Numerical Precision Effect: How Precision of Attribute Information Affects Adoption of New-Technology Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 576-577.

Authors

Hanyong Park, Michigan State University, USA
JaeHwan Kwon, Baylor University, USA
Rajesh Bagchi, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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