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The Effects of Measurement Unit Price


The Effects of Measurement Unit Price

Liu, Yonglan (2016) The Effects of Measurement Unit Price. Masters thesis, Concordia University.

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Past research has found that judgement of quantitative information is subject to various biases. Among these biases are the numerosity effect and the unit salience effect, whereby people are sensitive to the numerical magnitude but rely on other information (i.e., unit of measurement) when that information is salient. We investigate these effects in the real-world context of retail pricing, and investigate the extent to which consumers rely on the numerical magnitude of the price (e.g., 3.99) under conditions when a familiar measurement unit (lb/kg) varies in salience. Findings of five studies supported our hypotheses, and revealed that participants perceived prices with small numerical magnitudes, corresponding to a smaller unit of measurement, as less expensive than equivalent prices with large numerical magnitudes and larger units of measurement (e.g., 3.99/lb vs. 8.8/kg). We also found an interaction effect between numerical magnitude and unit salience such that by increasing the salience of the measurement unit, the differences between the equivalent measurement unit prices decreased. This study contributes to the literature on price perceptions and provides practical implications for retailers and regulators.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Liu, Yonglan
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:23 December 2016
Thesis Supervisor(s):Thakor, Mrugank
Keywords:Price Presentation, Measurement Unit, Numerosity, Unit Salience
ID Code:982127
Deposited By: YONGLAN LIU
Deposited On:09 Jun 2017 15:43
Last Modified:16 Jan 2019 01:00


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