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Is bigger always better? The unit effect in carbon emissions information

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Date
2015
Dewey
Marketing
Sujet
Macromarketing; Marketing; Unit Effect, Numeracy; Carbon Emissions; Ecological Image; Numerosity Heuristics.
JEL code
M.M3.M31
Conference name
ANZMAC Conference
Conference date
11-2015
Conference city
Sydney
Conference country
Australia
URI
https://basepub.dauphine.fr/handle/123456789/16100
Collections
  • DRM : Publications
Metadata
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Author
Cadario, Romain
109319 IÉSEG Recherche
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
1032 Dauphine Recherches en Management [DRM]
Type
Communication / Conférence
Abstract (EN)
According to Pandelaere et al. (2011), bigger numbers of units in quantitative attribute information lead to greater perceived attribute differences, making it more likely that consumers will switch to a higher-attribute option. We replicate this “unit effect” for the carbon emissions metrics displayed in car advertisements, and extend it to show that highly numerate individuals, who are supposed to be more effective decision-makers, may actually be more prone to numerosity heuristics.

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