It has been widely documented that fluency (ease of information processing) enhances evaluation. We propose and demonstrate in three experiments that this is not the case when people construe objects abstractly rather than concretely. Specifically, we find that priming people to think abstractly...

Consumers' judgments concerning the magnitude of numerical differences are influenced by the ease of mental computations. Results from a set of experiments show that ease of computation can affect judgments of the magnitude of price differences, discount magnitudes, and brand choices....

We examine two questions: Does precision or roundedness of prices bias magnitude judgments? If so, do these biased judgments affect buyer behavior? In a laboratory pre-test, we find that people incorrectly judge precise prices (e.g., $325,425) to be lower than round prices of similar magnitudes...

Consumers' price evaluations are influenced by the left-digit bias, wherein consumers judge the difference between $4.00 and $2.99 to be larger than that between $4.01 and $3.00, even though the numeric differences are identical. This research examines when and why consumers are more likely to...

Quantity can be described using perceptual units (e.g., bags, pieces) or standardized units (e.g., ounces, grams). Merely making perceptual units more salient in quantity description can increase perceived economic value. Even when the objective information and numerosity are kept constant,...