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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