Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Pay attention! Many consumers believe 36 months is longer than 3 years

15.02.2011
Consumers often have a distorted view when they compare information that involves numbers, according to a new study in the Journal of Consumer Research.

"As a consumer, would your preference for a dishwasher depend on whether its warranty level is expressed in months rather than years?" write authors Mario Pandelaere (Ghent University, Belgium), Barbara Briers (Tilburg University, the Netherlands), and Christophe Lembregts (Ghent University, Belgium).

To most consumers, the answer is "yes." The difference between an 84-month and a 108-month warranty looks bigger than the difference between a seven-year and a nine-year warranty, despite the fact that both differences are exactly the same.

"Qualitative information can usually be specified in alternative units," the authors write. "In many cases, however, the specific unit in which information is described is arbitrary. For instance, product quality ratings may be expressed on a scale from 0 to 10 or on a scale from 0 to 100," the authors write. "People typically fail to realize that the unit of quantitative information is arbitrary. They just focus on the number of scale units used to express a certain difference."

As a result, higher numbers seem to represent bigger quantities. This "unit effect" is the reason why consumers perceive a bigger difference between ratings 90 and 95 out of 100 than they do between a 9 or 9.5 out of 10.

In an additional study, the authors found that the unit effect can be used to encourage healthy food choices. In one experiment, participants exiting the lab were offered the choice between a complimentary apple or a Twix® bar. The energy content of these two choices was either expressed in Kilojoules (247 for the apple versus 1029 for the Twix®) or Kilocalories (59 for the apple versus 246 for the Twix®). "Participants more often chose the apple when the energy content was expressed in Kilojoules than in Kilocalories as the former difference (782 Kilojoules) looks much bigger in the latter one (187 Kilocalories).

However, the authors found that the effect was not replicated when people pay close attention to specific attribute information or when people are reminded of the arbitrary nature of the unit in which information is expressed.

Mario Pandelaere, Barbara Briers, and Christophe Lembregts. "How to Make a 29% Increase Look Bigger: The Unit Effect in Option Comparisons." Journal of Consumer Research: August 2011 (published online February 1, 2011). More information: http://ejcr.org

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Belgium Consumer Research Kilocalories Kilojoules energy content

More articles from Studies and Analyses:

nachricht Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung

nachricht Scientists reveal source of human heartbeat in 3-D
07.08.2017 | University of Manchester

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Fizzy soda water could be key to clean manufacture of flat wonder material: Graphene

Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.

As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...

Im Focus: Exotic quantum states made from light: Physicists create optical “wells” for a super-photon

Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.

Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...

Im Focus: Circular RNA linked to brain function

For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.

While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...

Im Focus: RAVAN CubeSat measures Earth's outgoing energy

An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.

The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...

Im Focus: Scientists shine new light on the “other high temperature superconductor”

A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.

Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Call for Papers – ICNFT 2018, 5th International Conference on New Forming Technology

16.08.2017 | Event News

Sustainability is the business model of tomorrow

04.08.2017 | Event News

Clash of Realities 2017: Registration now open. International Conference at TH Köln

26.07.2017 | Event News

 
Latest News

What the world's tiniest 'monster truck' reveals

23.08.2017 | Life Sciences

Treating arthritis with algae

23.08.2017 | Life Sciences

Witnessing turbulent motion in the atmosphere of a distant star

23.08.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>