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dc.contributorVirginia Tech
dc.contributor.authorWeaver, K.
dc.contributor.authorGarcia, S. M.
dc.contributor.authorSchwarz, N.
dc.date.accessioned2014-06-27T14:45:40Z
dc.date.available2014-06-27T14:45:40Z
dc.date.issued2012-10
dc.identifier.citationKimberlee Weaver, Stephen M. Garcia, and Norbert Schwarz. "The Presenter's Paradox," Journal of Consumer Research, Vol. 39, No. 3 (October 2012), pp. 445-460. DOI: 10.1086/664497
dc.identifier.issn0093-5301
dc.identifier.urihttp://hdl.handle.net/10919/49141
dc.description.abstractThis 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 favorable information is added to highly favorable information. Across seven studies, we show that presenters do not anticipate this averaging pattern on the part of evaluators and instead design presentations that include all of the favorable information available. This additive strategy ("more is better") hurts presenters in their perceivers' eyes because mildly favorable information dilutes the impact of highly favorable information. For example, presenters choose to spend more money to make a product bundle look more costly, even though doing so actually cheapened its value from the evaluators' perspective (study 1). Additional studies demonstrate the robustness of the effect, investigate the psychological processes underlying it, and examine its implications for a variety of marketing contexts.
dc.language.isoen_US
dc.publisherUniversity of Chicago Press
dc.subjectregulatory focus
dc.subjectimpression-formation
dc.subjectsituated cognition
dc.subjectproduct
dc.subjectfeatures
dc.subjectbrand choice
dc.subjectbias
dc.subjectinformation
dc.subjectothers
dc.subjectjudgment
dc.subjectculture
dc.subjectbusiness
dc.titleThe Presenter's Paradox
dc.typeArticle
dc.identifier.urlhttp://www.jstor.org/stable/10.1086/664497
dc.date.accessed2014-06-26
dc.title.serialJournal of Consumer Research
dc.identifier.doihttps://doi.org/10.1086/664497


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