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

Author

Listed:
  • Romain Cadario

    (IÉSEG Recherche - lille, LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

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

  • Romain Cadario & Béatrice Parguel & Florence Benoît-Moreau, 2015. "Is bigger always better? The unit effect in carbon emissions information," Post-Print hal-01273541, HAL.
    • Handle: RePEc:hal:journl:hal-01273541
    DOI: 10.1016/j.ijresmar.2015.10.002
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    Cited by:

    1. 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.

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