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Easy on the mind: rankings and consumer product evaluations

Simon Quaschning (UGent) , Mario Pandelaere and Iris Vermeir
(2013) La Londe Consumer Behavior Conference, Abstracts.
Author
Organization
Abstract
Information about alternatives often appears in a ranking, with the alternatives sorted by some attribute. This study shows that the choice of the sorting attribute can affect consumers’ evaluations. Drawing on the cost-benefit framework, we show that sorting options on a particular attribute makes this attribute more determinative for consumers’ attractiveness judgments, but only if this attribute is hard to evaluate. The sorting effect disappears for all attributes if a comparison of levels of both sorted and unsorted attributes is easy. Eye-movement data further show that the time needed to acquire and process the information across attribute levels, which serves as a proxy for the necessary effort, mediates the effect of the choice of the sorting attribute on the influence of attributes on evaluations.
Keywords
product evaluation, rankings, cost-benefit framework

Citation

Please use this url to cite or link to this publication:

MLA
Quaschning, Simon, et al. “Easy on the Mind: Rankings and Consumer Product Evaluations.” La Londe Consumer Behavior Conference, Abstracts, 2013.
APA
Quaschning, S., Pandelaere, M., & Vermeir, I. (2013). Easy on the mind: rankings and consumer product evaluations. La Londe Consumer Behavior Conference, Abstracts. Presented at the La Londe Consumer Behavior Conference, La Londe, France.
Chicago author-date
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2013. “Easy on the Mind: Rankings and Consumer Product Evaluations.” In La Londe Consumer Behavior Conference, Abstracts.
Chicago author-date (all authors)
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2013. “Easy on the Mind: Rankings and Consumer Product Evaluations.” In La Londe Consumer Behavior Conference, Abstracts.
Vancouver
1.
Quaschning S, Pandelaere M, Vermeir I. Easy on the mind: rankings and consumer product evaluations. In: La Londe Consumer Behavior Conference, Abstracts. 2013.
IEEE
[1]
S. Quaschning, M. Pandelaere, and I. Vermeir, “Easy on the mind: rankings and consumer product evaluations,” in La Londe Consumer Behavior Conference, Abstracts, La Londe, France, 2013.
@inproceedings{4152542,
  abstract     = {{Information about alternatives often appears in a ranking, with the alternatives sorted by some attribute. This study shows that the choice of the sorting attribute can affect consumers’ evaluations. Drawing on the cost-benefit framework, we show that sorting options on a particular attribute makes this attribute more determinative for consumers’ attractiveness judgments, but only if this attribute is hard to evaluate. The sorting effect disappears for all attributes if a comparison of levels of both sorted and unsorted attributes is easy. Eye-movement data further show that the time needed to acquire and process the information across attribute levels, which serves as a proxy for the necessary effort, mediates the effect of the choice of the sorting attribute on the influence of attributes on evaluations.}},
  author       = {{Quaschning, Simon and Pandelaere, Mario and Vermeir, Iris}},
  booktitle    = {{La Londe Consumer Behavior Conference, Abstracts}},
  keywords     = {{product evaluation,rankings,cost-benefit framework}},
  language     = {{eng}},
  location     = {{La Londe, France}},
  title        = {{Easy on the mind: rankings and consumer product evaluations}},
  year         = {{2013}},
}