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Easy on the mind: how rankings influence attribute weights in multi-attribute decision tasks

Simon Quaschning UGent, Mario Pandelaere UGent and Iris Vermeir UGent (2012) Proceedings of the 41st European Marketing Academy conference.
abstract
This research examines two alternative mechanisms through which rankings may influence attribute weights. While the choice of sorting attribute may serve as a sign of relevance (conversational norms mechanism), consumers could also deduce importance from the ease of processing (comparison fluency mechanism). In four studies we provide evidence for the fluency mechanism. We demonstrate that rankings only influence the weight of less interpretable attributes (study 1). Moreover, the effect increases under a cognitive load manipulation (study 2) and decreases when interpretability is facilitated (study 3). Using eye-movement data, we show that ease of comparison mediates the sorting effect (study 4).
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
in press
subject
keyword
attribute weights, conversational logic, processing fluency, rankings
in
Proceedings of the 41st European Marketing Academy conference
editor
E Martinelli and S Grappi
pages
6 pages
publisher
European Marketing Academy (EMAC)
conference name
41st Annual conference of the European Marketing Academy (EMAC 2012)
conference location
Lisbon, Portugal
conference start
2012-05-22
conference end
2012-05-25
ISBN
9789897320040
language
English
UGent publication?
yes
classification
C1
copyright statement
I have transferred the copyright for this publication to the publisher
id
2067150
handle
http://hdl.handle.net/1854/LU-2067150
date created
2012-03-15 11:59:27
date last changed
2013-03-20 10:27:56
@inproceedings{2067150,
  abstract     = {This research examines two alternative mechanisms through which rankings may influence attribute weights. While the choice of sorting attribute may serve as a sign of relevance (conversational norms mechanism), consumers could also deduce importance from the ease of processing (comparison fluency mechanism). In four studies we provide evidence for the fluency mechanism. We demonstrate that rankings only influence the weight of less interpretable attributes (study 1). Moreover, the effect increases under a cognitive load manipulation (study 2) and decreases when interpretability is facilitated (study 3). Using eye-movement data, we show that ease of comparison mediates the sorting effect (study 4).},
  author       = {Quaschning, Simon and Pandelaere, Mario and Vermeir, Iris},
  booktitle    = {Proceedings of the 41st European Marketing Academy conference},
  editor       = {Martinelli, E and Grappi, S},
  isbn         = {9789897320040},
  keyword      = {attribute weights,conversational logic,processing fluency,rankings},
  language     = {eng},
  location     = {Lisbon, Portugal},
  pages        = {6},
  publisher    = {European Marketing Academy (EMAC)},
  title        = {Easy on the mind: how rankings influence attribute weights in multi-attribute decision tasks},
  year         = {2012},
}

Chicago
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2012. “Easy on the Mind: How Rankings Influence Attribute Weights in Multi-attribute Decision Tasks.” In Proceedings of the 41st European Marketing Academy Conference, ed. E Martinelli and S Grappi. European Marketing Academy (EMAC).
APA
Quaschning, S., Pandelaere, M., & Vermeir, I. (2012). Easy on the mind: how rankings influence attribute weights in multi-attribute decision tasks. In E. Martinelli & S. Grappi (Eds.), Proceedings of the 41st European Marketing Academy conference. Presented at the 41st Annual conference of the European Marketing Academy (EMAC 2012), European Marketing Academy (EMAC).
Vancouver
1.
Quaschning S, Pandelaere M, Vermeir I. Easy on the mind: how rankings influence attribute weights in multi-attribute decision tasks. In: Martinelli E, Grappi S, editors. Proceedings of the 41st European Marketing Academy conference. European Marketing Academy (EMAC); 2012.
MLA
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. “Easy on the Mind: How Rankings Influence Attribute Weights in Multi-attribute Decision Tasks.” Proceedings of the 41st European Marketing Academy Conference. Ed. E Martinelli & S Grappi. European Marketing Academy (EMAC), 2012. Print.