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Are All Units Created Equal? The Effect of Default Units on Product Evaluations

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  • Christophe Lembregts
  • Mario Pandelaere

Abstract

Previous research on attribute framing has shown that people often infer higher quantity from larger numbers, usually with the assumption that the units used to specify this information elicit the same meanings. Drawing on literature on categorization and numerical cognition, the authors challenge this assumption and show that consumers often have preset units for attribute levels that strike an optimal balance between a preference for small numbers and the need for accuracy (study 1a). As such, these default units appear commonly (study 1b). Specifying positive attributes in default units renders products' evaluation more favorable, even if such specification lowers the nominal value of the attributes (studies 2-4). This effect disappears if participants attribute metacognitive feelings generated by default units to an irrelevant source (study 3). Study 5 shows that a default unit effect is more likely in single evaluation mode, but a numerosity effect may reemerge in joint evaluations.

Suggested Citation

  • Christophe Lembregts & Mario Pandelaere, 2013. "Are All Units Created Equal? The Effect of Default Units on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1275-1289.
    • Handle: RePEc:oup:jconrs:doi:10.1086/668533
    DOI: 10.1086/668533
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    Citations

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    Cited by:

    1. Ohlwein, Martin, 2022. "Same but different - The effect of the unit of measure on the valuation of a unit price," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Pleshcheva, Vlada, 2019. "Metric and Scale Effects in Consumer Preferences for Environmental Benefits," Rationality and Competition Discussion Paper Series 147, CRC TRR 190 Rationality and Competition.
    3. repec:cup:judgdm:v:15:y:2020:i:6:p:972-988 is not listed on IDEAS
    4. Arnaud Monnier & Manoj Thomas, 2022. "Experiential and Analytical Price Evaluations: How Experiential Product Description Affects Prices [The Utility of an Information Processing Approach for Behavioral Price Research]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(4), pages 574-594.
    5. Mario Herberz & Tobias Brosch & Ulf J. J. Hahnel, 2020. "Kilo what? Default units increase value sensitivity in joint evaluations of energy efficiency," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(6), pages 972-988, November.
    6. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    7. Li, Yi & Pandelaere, Mario, 2021. "The denomination–spending matching effect," Journal of Business Research, Elsevier, vol. 128(C), pages 338-349.
    8. Hsin-Hsien Liu & Hsuan-Yi Chou, 2022. "Attribute specification effect on hedonic and utilitarian options," Australian Journal of Management, Australian School of Business, vol. 47(2), pages 322-341, May.
    9. Fecher, André & Robbert, Thomas & Roth, Stefan, 2020. "Per piece or per kilogram? Default-unit effects in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Lagomarsino, Maria & van der Kam, Mart & Parra, David & Hahnel, Ulf J.J., 2022. "Do I need to charge right now? Tailored choice architecture design can increase preferences for electric vehicle smart charging," Energy Policy, Elsevier, vol. 162(C).
    11. Fecher, André & Robbert, Thomas & Roth, Stefan, 2019. "Same price, different perception: Measurement-unit effects on price-level perceptions and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 129-142.
    12. Hou, Chenxuan & Sarigöllü, Emine, 2022. "Is bigger better? How the scale effect influences green purchase intention: The case of washing machine," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Tatiana Sokolova, 2023. "Days-of-the-Week Effect in Temporal Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 167-189.
    14. Lembregts, Christophe & Pandelaere, Mario, 2014. ""A 20% income increase for everyone?": The effect of relative increases in income on perceived income inequality," Journal of Economic Psychology, Elsevier, vol. 43(C), pages 37-47.
    15. Charry, Karine & Tessitore, Tina, 2021. "I tweet, they follow, you eat: Number of followers as nudge on social media to eat more healthily," Social Science & Medicine, Elsevier, vol. 269(C).
    16. Katie Kelting & Adam Duhachek & Kimberly Whitler, 2017. "Can copycat private labels improve the consumer’s shopping experience? A fluency explanation," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 569-585, July.
    17. Ashley, Christy & Gillespie, Erin A. & Noble, Stephanie M., 2016. "The effect of loyalty program fees on program perceptions and engagement," Journal of Business Research, Elsevier, vol. 69(2), pages 964-973.

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