Intuitive Numerical Information Processes in Consumer Judgment

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dc.contributor.authorVillanova, Daniel Joseph Bodinen
dc.contributor.committeechairBagchi, Rajeshen
dc.contributor.committeememberHerr, Paul Michaelen
dc.contributor.committeememberKardes, Frank R.en
dc.contributor.committeememberInce, Elise C.en
dc.contributor.committeememberPandelaere, Marioen
dc.contributor.committeememberChaxel, Anne-Sophieen
dc.contributor.departmentMarketingen
dc.date.accessioned2019-10-02T06:00:15Zen
dc.date.available2019-10-02T06:00:15Zen
dc.date.issued2018-04-09en
dc.description.abstractNumerical information is ubiquitous in modern life. The prevalence of numerical information in the marketplace necessitates understanding how consumers handle and interpret that information, for both theoretical and practical reasons. Past research has largely focused on consumers’ encoding of numbers, calculative limitations, and usage of heuristics. This dissertation will contribute to this burgeoning literature in several ways. First, I identify a general tendency in how consumers calculate ratios based on an intuitive model of division. Specifically, consumers tend to divide larger numbers by smaller numbers. The intuitive model of division has marketing implications for both consumers’ evaluations of quantity offers and sensitivities to promotions. Next, I examine how consumers draw inferences from distributional information. In contrast to the assumption that consumers utilize means to assess central tendency, I demonstrate that consumers use the modal response to judge what is typical, with implications for consumers’ inferences about product ratings and other social distributions.en
dc.description.abstractgeneralNumerical information is ubiquitous in modern life. The prevalence of numerical information in the marketplace necessitates understanding how consumers handle and interpret that information, for both theoretical and practical reasons. Past research has largely focused on how consumers’ mentally perceive numbers, how difficult it is to engage in calculation, and usage of mental shortcuts. This dissertation will contribute to this burgeoning literature in several ways. First, I identify a general tendency in how consumers calculate ratios based on an intuitive model of division. Specifically, consumers tend to divide larger numbers by smaller numbers. The intuitive model of division has marketing implications for both consumers’ evaluations of quantity offers and sensitivities to promotions. Next, I examine how consumers draw inferences from distributional information. In contrast to the assumption that consumers utilize means to assess central tendency, I demonstrate that consumers use the modal response to judge what is typical, with implications for consumers’ inferences about product ratings and other social distributions.en
dc.description.degreePHDen
dc.format.mediumETDen
dc.identifier.othervt_gsexam:14490en
dc.identifier.urihttp://hdl.handle.net/10919/94318en
dc.publisherVirginia Techen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectpromotion sensitivityen
dc.subjectprice sensitivityen
dc.subjectunit pricingen
dc.subjectpackage pricingen
dc.subjectdivisionen
dc.subjectcalculationsen
dc.subjectproduct reviewsen
dc.subjectratingsen
dc.subjectdistributionsen
dc.subjectmodeen
dc.subjectonline word-of-mouthen
dc.titleIntuitive Numerical Information Processes in Consumer Judgmenten
dc.typeDissertationen
thesis.degree.disciplineBusiness, Marketingen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePHDen

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