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The Cultural Influence on Perceived Quantity

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  • Dong Woo Ko
  • Dong Hyun Son

Abstract

Variety in an assortment has been known to reduce the quantity perception of items. Individuals heavily rely on area cue when they perceive the quantity of items. People tend to perceive a single color or a shape unit as one area but the variety breaks up the areas into multiple colors or shape units. Little has been known about the mechanism underlying the relationship between the quantity perception and the variety. This research examined the cultural effects on the process of quantity perception and found that feminine cultural characteristics moderates the quantity perception when the area cues are associated with diverse colors.?

Suggested Citation

  • Dong Woo Ko & Dong Hyun Son, 2017. "The Cultural Influence on Perceived Quantity," Business and Management Research, Business and Management Research, Sciedu Press, vol. 6(1), pages 68-76, March.
    • Handle: RePEc:jfr:bmr111:v:6:y:2017:i:1:p:68-76
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    References listed on IDEAS

    as
    1. Azarnoush Ansari & Arash Riasi, 2016. "An Investigation of Factors Affecting Brand Advertising Success and Effectiveness," International Business Research, Canadian Center of Science and Education, vol. 9(4), pages 20-30, April.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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