Valence Framed in Percentages – When the Rich Gets Richer

• In Event: 8.11 Becoming Wiser About Consumer Information Processing

Short Abstract

This paper examines the moderating effect of numeric framing on the relative role of review valence and volume in consumer decision making. We show that an absolute number format induces holistic processing and accentuates review volume, whereas percentage format triggers piecemeal processing and decreases the importance of volume.

Authors

• Anh Dang, Northern Kentucky University, USA

• Yuping Liu-Thompkins, Old Dominion University, USA