Years, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbers

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dc.contributorVirginia Techen
dc.contributor.authorMonga, Ashwanien
dc.contributor.authorBagchi, Rajeshen
dc.date.accessed2014-06-26en
dc.date.accessioned2014-06-27T14:45:40Zen
dc.date.available2014-06-27T14:45:40Zen
dc.date.issued2012-06en
dc.description.abstractQuantitative 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) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that numerosity reverses to unitosity when relative salience shifts from numbers to units (study 1). Then, arguing that numbers (units) represent a low-level (high-level) construal of quantities, we show this reversal when mind-set shifts from concrete to abstract (studies 2-4). These results emerge for several quantities-height of buildings, time of maturity of financial instruments, weight of nutrients, and length of tables-and have significant implications for theory and practice.en
dc.identifier.citationAshwani Monga and Rajesh Bagchi. "Years, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbers," Journal of Consumer Research, Vol. 39, No. 1 (June 2012), pp. 185-198. DOI: 10.1086/662039en
dc.identifier.doihttps://doi.org/10.1086/662039en
dc.identifier.issn0093-5301en
dc.identifier.urihttp://hdl.handle.net/10919/49140en
dc.identifier.urlhttp://www.jstor.org/stable/10.1086/662039en
dc.language.isoen_USen
dc.publisherUniversity of Chicago Pressen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectaction identificationen
dc.subjectgraphical displaysen
dc.subjecti spenden
dc.subjecttimeen
dc.subjectrisken
dc.subjectpreferenceen
dc.subjectdecisionsen
dc.subjectbehavioren
dc.subjectmoneyen
dc.subjectinformationen
dc.subjectbusinessen
dc.titleYears, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbersen
dc.title.serialJournal of Consumer Researchen
dc.typeArticle - Refereeden
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