The influence of graphical versus numerical information representation modes on the compromise effect

Jungkeun Kim ()
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Jungkeun Kim: Auckland University of Technology

Marketing Letters, 2017, vol. 28, issue 3, No 6, 397-409

Abstract: Abstract The current research examines how different types of information representation mode (graphical vs. numerical) influence the compromise effect. We posit that the compromise effect will be relatively stronger in the graphical versus numerical information presentation mode. Four empirical studies reported in this research provide the following: (1) support for these predictions, (2) the moderating role of time pressure, and (3) the moderating role of explicit relational information for the above prediction. The empirical results reveal that individuals employ different kinds of information processing and judgments, depending on the type of information representation mode.

Keywords: Information presentation mode; Graphical vs. numerical mode; Compromise effect; Time pressure (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11002-017-9419-4

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