Is bigger always better? The unit effect in carbon emissions information
Cadario, Romain; Parguel, Béatrice; Benoît-Moreau, Florence (2016), Is bigger always better? The unit effect in carbon emissions information, International Journal of Research in Marketing, 33, 1, p. 204–207. 10.1016/j.ijresmar.2015.10.002
Type
Article accepté pour publication ou publiéDate
2016-03Journal name
International Journal of Research in MarketingVolume
33Number
1Publisher
North-Holland
Pages
204–207
Publication identifier
Metadata
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 choose 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
Unit effect; Numeracy; Carbon emissions; Ecological image; Numerosity heuristicsRelated items
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