Abstract
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.
Degree
thesis:*- Name thesis:degree_name
- PHD
- Level thesis:degree_level
- doctoral
- Discipline thesis:degree_discipline
- Business, Marketing
- Department dc:contributor.department
- Marketing
- Grantor dc:publisher
- Virginia Tech
- Year dc:date.issued
- 2018
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Villanova, Daniel Joseph Bodin
- Chair dc:contributor.committeechair
-
- Bagchi, Rajesh
- Committee members dc:contributor.committeemember
-
- Herr, Paul Michael
- Kardes, Frank R.
- Ince, Elise C.
- Pandelaere, Mario
- Chaxel, Anne-Sophie
Subjects
dc:subject × 11Rights
dc:rights- Statement dc:rights
-
- In Copyright
- Licence dc:rights.uri
Identifiers
dc:identifier.*- Dc Identifier Other
- vt_gsexam:14490
- OAI identifier oai:identifier
- oai:vtechworks.lib.vt.edu:10919/94318