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

Romain Cadario (), Béatrice Parguel () and Florence Benoît-Moreau
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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

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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.

Keywords: Unit effect; Numeracy; Carbon emissions; Ecological image; Numerosity heuristics (search for similar items in EconPapers)
Date: 2015-11
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Citations: View citations in EconPapers (1)

Published in International Journal of Research in Marketing, 2015, ⟨10.1016/j.ijresmar.2015.10.002⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01273541

DOI: 10.1016/j.ijresmar.2015.10.002

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