The Dark Side of Precision: Numerical Information and Consumers’ Unhealthy Choices

The research explores how numerical precision affects consumers’ health behaviors and how illusory control functions as an underlying mechanism. Across three studies, we find that when the numerical information is expressed in a precise (vs. imprecise) format, it tends to induce consumers’ illusory control, which subsequently increases risky health behaviors.


Jie Wang, Jing Jiang, and Xiadan Zhang (2020) ,"The Dark Side of Precision: Numerical Information and Consumers’ Unhealthy Choices", 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: 1234-1234.


Jie Wang, Renmin University of China
Jing Jiang, Renmin University of China
Xiadan Zhang, Renmin University of China


NA - Advances in Consumer Research Volume 48 | 2020

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