Thumbnail - Request a copy

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 publié
Date
2016-03
Journal name
International Journal of Research in Marketing
Volume
33
Number
1
Publisher
North-Holland
Pages
204–207
Publication identifier
Metadata
Show full item record
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 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 heuristics
JEL
M14 - Corporate Culture; Diversity; Social Responsibility
M31 - Marketing
M37 - Advertising