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 / ConférenceDate
2015Conference title
ANZMAC ConferenceConference date
2015-11Conference city
SydneyConference country
AustraliaMetadata
Show full item recordAuthor(s)
Cadario, RomainIÉSEG Recherche
Parguel, Béatrice

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 - MarketingRelated items
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