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dc.contributor.authorDe Langhe, Bart
dc.contributor.authorPuntoni, Stefano
dc.date.accessioned2023-02-20T06:25:08Z
dc.date.available2023-02-20T06:25:08Z
dc.date.issued2016en_US
dc.identifier.issn0022-2437
dc.identifier.doi10.1509/jmr.13.0229
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7171
dc.description.abstractThe marketplace is replete with productivity metrics that put units of output in the numerator and one unit of time in the denominator (e.g., megabits per second [Mbps] to measure download speed). In this article, three studies examine how productivity metrics influence consumer decisionmaking. Many consumers have incorrect intuitions about the impact of productivity increases on time savings: they do not sufficiently realize that productivity increases at the high end of the productivity range (e.g., from 40 to 50 Mbps) imply smaller time savings than productivity increases at the low end of the productivity range (e.g., from 10 to 20 Mbps). Consequently, the availability of productivity metrics increases willingness to pay for products and services that offer higher productivity levels. This tendency is smaller when consumers receive additional information about time savings through product experience or throughmetrics that are linearly related to time savings. Consumers' intuitions about time savings are also more accurate when they estimate time savings than when they rank them. Estimates are based less on absolute than on proportional changes in productivity (and proportional changes correspond more with actual time savings)en_US
dc.language.isoenen_US
dc.publisherSage Publications Inc.en_US
dc.subjectConsumer Psychologyen_US
dc.subjectMarginal Productivityen_US
dc.subjectDecision Makingen_US
dc.subjectWillingness to Payen_US
dc.subjectHeuristicen_US
dc.subjectMiscommunicationen_US
dc.subjectTime Perceptionen_US
dc.subjectNumeracyen_US
dc.subjectEfficiencyen_US
dc.subjectHeuristics and Biasesen_US
dc.subjectNumeracyen_US
dc.subjectProductivityen_US
dc.titleProductivity metrics and consumers’ misunderstanding of time savingsen_US
dc.identifier.journalJournal of Marketing Researchen_US
dc.source.volume53en_US
dc.source.issue3en_US
dc.source.beginpage396en_US
dc.source.endpage406en_US
dc.contributor.departmentLeeds School of Business, University of Colorado at Boulderen_US
dc.contributor.departmentRotterdam School of Management, Erasmus Universityen_US
dc.identifier.eissn1547-7193
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleFT ranked journal article  en_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid300832en_US


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