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Are all units created equal? The effect of default units on product evaluations

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Abstract
Previous research on numerosity effects has shown that people often infer higher quantity from larger numbers (i.e. specified in smaller units). We argue that consumers have default units for many attribute levels. In three studies, we demonstrate that products described in default units generate more positive product evaluations, irrespective of the nominal value of the attribute (Study 1). This default unit effect is eliminated by a misattribution paradigm in which participants attribute the metacognitive feelings generated by default units to an irrelevant source (Study 2). Further, the default unit effect is eliminated for participants with an abstract mindset (Study 3).

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Chicago
Lembregts, Christophe, and Mario Pandelaere. 2012. “Are All Units Created Equal? The Effect of Default Units on Product Evaluations.” In Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference, ed. Anirban Mukhopadhyay and Amitav Chakravarti. Las Vegas, Nevada, USA: Society for Consumer Psychology (SCP).
APA
Lembregts, C., & Pandelaere, M. (2012). Are all units created equal? The effect of default units on product evaluations. In Anirban Mukhopadhyay & A. Chakravarti (Eds.), Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Presented at the SCP Winter Conference, Las Vegas, Nevada, USA: Society for Consumer Psychology (SCP).
Vancouver
1.
Lembregts C, Pandelaere M. Are all units created equal? The effect of default units on product evaluations. In: Mukhopadhyay A, Chakravarti A, editors. Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Las Vegas, Nevada, USA: Society for Consumer Psychology (SCP); 2012.
MLA
Lembregts, Christophe, and Mario Pandelaere. “Are All Units Created Equal? The Effect of Default Units on Product Evaluations.” Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference. Ed. Anirban Mukhopadhyay & Amitav Chakravarti. Las Vegas, Nevada, USA: Society for Consumer Psychology (SCP), 2012. Print.
@inproceedings{2059961,
  abstract     = {Previous research on numerosity effects has shown that people often infer higher quantity from larger numbers (i.e. specified in smaller units). We argue that consumers have default units for many attribute levels. In three studies, we demonstrate that products described in default units generate more positive product evaluations, irrespective of the nominal value of the attribute (Study 1). This default unit effect is eliminated by a misattribution paradigm in which participants attribute the metacognitive feelings generated by default units to an irrelevant source (Study 2).  Further, the default unit effect is eliminated for participants with an abstract mindset (Study 3).},
  author       = {Lembregts, Christophe and Pandelaere, Mario},
  booktitle    = {Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference},
  editor       = {Mukhopadhyay, Anirban  and Chakravarti, Amitav },
  language     = {eng},
  location     = {Society for Consumer Psychology Annual Winter Conference (SCP - 2012)},
  pages        = {3},
  publisher    = {Society for Consumer Psychology (SCP)},
  title        = {Are all units created equal? The effect of default units on product evaluations},
  url          = {http://www.chilleesys.com/scp/Public/index.aspx},
  year         = {2012},
}