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

Cadario, Romain; Parguel, Béatrice; Benoît-Moreau, Florence (2015), Is bigger always better? The unit effect in carbon emissions information, ANZMAC Conference, 2015-11, Sydney, Australia

Type
Communication / Conférence
Date
2015
Conference title
ANZMAC Conference
Conference date
2015-11
Conference city
Sydney
Conference country
Australia
Metadata
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Author(s)
Cadario, Romain
IÉSEG Recherche
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
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.
Subjects / Keywords
Macromarketing; Marketing; Unit Effect, Numeracy; Carbon Emissions; Ecological Image; Numerosity Heuristics.
JEL
M31 - Marketing