The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire

doi:10.1093/jcr/ucy048

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	The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire
	Huang, Yunhui 1; Gong, Han 2
刊名	JOURNAL OF CONSUMER RESEARCH
	2018-12
卷号	45 期号:4 页码:775-791
关键词	numerical communication arousal misattribution wanting liking
ISSN号	0093-5301
DOI	10.1093/jcr/ucy048
英文摘要	The present research introduces the minimal deviation effect. We propose that numbers that are slightly above a numerical category boundary (e.g., 1,001 in comparison to 1,000), representing a salient violation of coherent numerical categories, are arousal-inducing, and that the heightened arousal can be misattributed to the incentive value of the focal product, thus increasing consumers' wanting but not liking. Results from nine experiments provide converging evidence to support our proposition. Specifically, we show that consumers are more likely to choose and willing to pay more for products associated with a number with minimal deviation from a categorical border, regardless of whether the number represents product quantity, brand name, or model series. Moreover, we find that the minimal deviation effect diminishes when people are already aroused or when they attribute the arousal to other sources. Finally, we demonstrate that the effect can be reversed when minimal deviation is embedded in certain attribute dimensions (e.g., price), shedding more light on the circumstances under which the minimal deviation effect will occur.
WOS研究方向	Business & Economics
语种	英语
出版者	OXFORD UNIV PRESS INC
WOS记录号	WOS:000456672000006
内容类型	期刊论文
源URL	[http://10.2.47.112/handle/2XS4QKH4/449]
专题	上海财经大学
通讯作者	Gong, Han
作者单位	1.Nanjing Univ, Sch Business, Mkt, Nanjing 210093, Jiangsu, Peoples R China; 2.Shanghai Univ Finance & Econ, Coll Business, Mkt, Shanghai 200433, Peoples R China
推荐引用方式 GB/T 7714	Huang, Yunhui,Gong, Han. The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire[J]. JOURNAL OF CONSUMER RESEARCH,2018,45(4):775-791.
APA	Huang, Yunhui,&Gong, Han.(2018).The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire.JOURNAL OF CONSUMER RESEARCH,45(4),775-791.
MLA	Huang, Yunhui,et al."The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire".JOURNAL OF CONSUMER RESEARCH 45.4(2018):775-791.