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    How to make a 29% increase look bigger: the unit effect in option comparisons

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    Publication type
    FT ranked journal article  
    Author
    Pandelaere, Mario
    Briers, Barbara
    Lembregts, Christophe
    Publication Year
    2011
    Journal
    Journal of Consumer Research
    Publication Volume
    38
    Publication Issue
    2
    Publication Begin page
    308
    Publication End page
    322
    
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    Abstract
    Quantitative information can appear in different units (e.g., 7-year warranty = 84-month warranty). This article demonstrates that attribute differences appear larger on scales with a higher number of units; expressing quality information on such an expanded scale makes consumers switch to a higher-quality option. Testifying to its practical importance, expressing the energy content of snacks in kilojoules rather than kilocalories increases the choice of a healthy snack. The unit effect occurs because consumers focus on the number rather than the type of units in which information is expressed (numerosity effect). Therefore, reminding consumers of alternative units in which information can be expressed eliminates the unit effect. Finally, the unit effect moderates relative thinking: consumers are more sensitive to relative attribute differences when the attribute is expressed on expanded scales. The relation with anchoring and implications for temporal discounting and loyalty programs are discussed.
    Keyword
    Consumer Research, Anchoring Effect, Anchoring Effect, Decision Making, Consumer Preferences, Shopping, Consumer Attitudes, Consumer Goods, Consumer Research, Reference Pricing, Units of Measurement, Weights & Measures, Individuals' Preferences
    Show allShow less
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1086/659000
    URI
    http://hdl.handle.net/20.500.12127/5300
    ae974a485f413a2113503eed53cd6c53
    10.1086/659000
    Scopus Count
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