5Th Best Hotel in America Vs. 2Nd Best Hotel in New York:When Using Narrower Sets in Rank Claims Improves Consumer Judgments

This research shows consumers evaluate a product or brand more favorably when it appears front in a narrow ranking list than later in a broad list. This effect arises only when consumers are maximizers. Perceived risk, cognitive load and significance of the decision also moderate the effect.



Citation:

Wei Li, Yaping Chang, and Jun Yan (2020) ,"5Th Best Hotel in America Vs. 2Nd Best Hotel in New York:When Using Narrower Sets in Rank Claims Improves Consumer Judgments", 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: 1181-1181.

Authors

Wei Li, Huazhong University of Science and Technology
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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