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

Author

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  • Cadario, Romain
  • Parguel, Béatrice
  • Benoit-Moreau, Florence

Abstract

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.

Suggested Citation

  • Cadario, Romain & Parguel, Béatrice & Benoit-Moreau, Florence, 2016. "Is bigger always better? The unit effect in carbon emissions information," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 204-207.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:204-207
    DOI: 10.1016/j.ijresmar.2015.10.002
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    References listed on IDEAS

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    1. Mohan, Bhavya & Chandon, Pierre & Riis, Jason, 2015. "Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes," Journal of Marketing Behavior, now publishers, vol. 1(1), pages 75-107, May.
    2. Béatrice Parguel & Florence Benoît-Moreau & Cristel Russell, 2015. "Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'," Post-Print hal-01463025, HAL.
    3. M. Pandelaere & B. Briers, 2011. "How to Make a 29% Increase Look Bigger: Numerosity Effects in Option Comparisons," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 11/712, Ghent University, Faculty of Economics and Business Administration.
    4. Stone, Eric R. & Sieck, Winston R. & Bull, Benita E. & Frank Yates, J. & Parks, Stephanie C. & Rush, Carolyn J., 2003. "Foreground:background salience: Explaining the effects of graphical displays on risk avoidance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(1), pages 19-36, January.
    5. Mario Pandelaere & Barbara Briers & Christophe Lembregts, 2011. "How to Make a 29% Increase Look Bigger: The Unit Effect in Option Comparisons," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 308-322.
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    Cited by:

    1. Thomas Hagedorn & Jan Wessel, 2022. "How Information on Emissions per Euro Spent can Influence Leisure Travel Decisions," Working Papers 35, Institute of Transport Economics, University of Muenster.
    2. Pleshcheva, Vlada, 2019. "Metric and Scale Effects in Consumer Preferences for Environmental Benefits," Rationality and Competition Discussion Paper Series 147, CRC TRR 190 Rationality and Competition.
    3. repec:cup:judgdm:v:15:y:2020:i:6:p:972-988 is not listed on IDEAS
    4. Hsin-Hsien Liu & Hsuan-Yi Chou, 2022. "Attribute specification effect on hedonic and utilitarian options," Australian Journal of Management, Australian School of Business, vol. 47(2), pages 322-341, May.
    5. Mario Herberz & Tobias Brosch & Ulf J. J. Hahnel, 2020. "Kilo what? Default units increase value sensitivity in joint evaluations of energy efficiency," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(6), pages 972-988, November.
    6. Fecher, André & Robbert, Thomas & Roth, Stefan, 2019. "Same price, different perception: Measurement-unit effects on price-level perceptions and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 129-142.
    7. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.

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