The encoding and utilization of magnitudes of product attributes : an investigation using numerical and verbal information PDF
Preview The encoding and utilization of magnitudes of product attributes : an investigation using numerical and verbal information
UNIVERSITY OF ILLINOIS LIBRARY AT URBANA-CHAMPAIGN BOOKSTACKS CENTRAL CIRCULATION BOOKSTACKS The person charging this material is re- sponsible for its renewal or its return to the library from which it was borrowed on or before the Latest Date stamped below. You may be charged a minimum fee of $75.00 for each lost book. Theft, mutilation, and underlining of book* are reasons for disciplinary action and may result In dismissal from the University. TORENEW CALLTELEPHONECENTER,333-8400 UNIVERSITY OF ILLINOIS LIBRARY AT URBANA-CHAMPAIGN AUG 1 1997 When renewing byphone,writenewduedatebelow previous due date. LI62 Faculty Working Paper 92-0105 s~r x 330 638*^ 1992:105 COPY The Encoding and Utilization of Magnitudes of An Product Attributes: Investigation Using Numerical and Verbal Information W 0t Madhubalan Viswanathan Terry L. Childers Department ofBusinessAdministration Department ofMarketing University ofIllinois Carlson SchoolofManagement Bureau of Economic and Business Research College ofCommerce and Business Administration University ofIllinois at Urbana-Champaign BEBR FACULTY WORKING PAPER NO. 92-0105 College of Commerce and Business Administration University of Illinois at Urbana-Champaign February 1992 The Encoding and Utilization of Magnitudes of Product Attributes: An Investigation Using Numerical and Verbal Information Madhubalan Viswanathan Terry L. Childers *Madhubalan Viswanathan is Assistant Professorin the Department ofBusiness Administration at the University ofIllinois, Urbana-Champaign, IL 61820. Terry Childers is Associate Professor of MN Marketing at the Carlson School of Management, University of Minnesota, 55455. The authors would like to thank Michael Johnson, University of Michigan, for his comments on an earlier draft of this manuscript Partial funding for this research was provided to the second author through a McKnight Grant by the Carlson School of Management, University ofMinnesota. Digitized by the Internet Archive in 2012 with funding from University of Illinois Urbana-Champaign http://www.archive.org/details/encodingutilizat92105visw The Encoding and Utilization of Magnitudes of Product Attributes: An Investigation Using Numerical and Verbal Information ABSTRACT This study focuses on the encoding and use of magnitudes ofproducts on specific attributes. Using the attribute, gas mileage, as an example, magnitudes refer to quantifiers such as '32' m.p.g. or 'high' mileage. A conceptualization is proposed which suggests the encoding of magnitudes in two distinct forms; in a relatively coarse-grained (i.e., imprecise) and evaluative form in some situations to conserve processing capacity and facilitate decision-making, and as presented without modification in some situations. The conceptualization is tested and supported across three experiments using hypotheses about the encoding and use of numerical and verbal magnitudes under learning versus choice tasks.
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