Now showing items 10-12 of 12

    • The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism 

      Bagchi, R.; Cheema, A. (University of Chicago Press, 2013-02)
      The authors investigate the effect of red backgrounds on willingness-to-pay in auctions and negotiations. Data from eBay auctions and the lab show that a red (vs. blue) background elicits higher bid jumps. By contrast, red ...
    • The Presenter's Paradox 

      Weaver, K.; Garcia, S. M.; Schwarz, N. (University of Chicago Press, 2012-10)
      This analysis introduces the Presenter's Paradox. Robust findings in impression formation demonstrate that perceivers' judgments show a weighted averaging pattern, which results in less favorable evaluations when mildly ...
    • Years, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbers 

      Monga, A.; Bagchi, R. (University of Chicago Press, 2012-06)
      Quantitative changes may be conveyed to consumers using small units (e. g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) ...