Are All Units Created Equal? The Effect of Default Units on Product Evaluations
Abstract
Previous research on attribute framing has shown that people often infer higher quantity from larger numbers, usually with the assumption that the units used to specify this information elicit the same meanings. Drawing on literature on categorization and numerical cognition, the authors challenge this assumption and show that consumers often have preset units for attribute levels that strike an optimal balance between a preference for small...
Paper Details
Title
Are All Units Created Equal? The Effect of Default Units on Product Evaluations
Published Date
Apr 1, 2013
Journal
Volume
39
Issue
6
Pages
1275 - 1289
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