The Presenter's Paradox

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dc.contributorVirginia Techen
dc.contributor.authorWeaver, Kimberleeen
dc.contributor.authorGarcia, Stephen M.en
dc.contributor.authorSchwarz, Norberten
dc.date.accessed2014-06-26en
dc.date.accessioned2014-06-27T14:45:40Zen
dc.date.available2014-06-27T14:45:40Zen
dc.date.issued2012-10en
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.en
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: 10.1086/664497en
dc.identifier.doihttps://doi.org/10.1086/664497en
dc.identifier.issn0093-5301en
dc.identifier.urihttp://hdl.handle.net/10919/49141en
dc.identifier.urlhttp://www.jstor.org/stable/10.1086/664497en
dc.language.isoen_USen
dc.publisherUniversity of Chicago Pressen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectregulatory focusen
dc.subjectimpression-formationen
dc.subjectsituated cognitionen
dc.subjectproducten
dc.subjectfeaturesen
dc.subjectbrand choiceen
dc.subjectbiasen
dc.subjectinformationen
dc.subjectothersen
dc.subjectjudgmenten
dc.subjectcultureen
dc.subjectbusinessen
dc.titleThe Presenter's Paradoxen
dc.title.serialJournal of Consumer Researchen
dc.typeArticle - Refereeden

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