Placing Value on Place Value: Numerical Precision Influences the Weighting of Ascending Versus Descending Attributes

• In Event: 4.6 Influences of Numerical and Scale Formats on Judgments

Short Abstract

Four studies document that when product attributes are specified with greater numerical precision, descending attributes (e.g., weight)—for which smaller numbers are preferred—receive more weight in decision-making than ascending attributes (e.g., speed). This effect occurs because precision activates the concept of reduction and focuses consumers on other reduction-related stimuli.

Authors

• Jorge Pena-Marin, University of Cincinnati, USA

• Mathew S. Isaac, Seattle University, USA