警惕:许多消费者认为36个月比3年长-凯发k8官网

警惕:许多消费者认为36个月比3年长
文章来源:未知 文章作者:enread 发布时间:2011-02-15 05:20 字体: [ ] 
(单词翻译:双击或拖选)

consumers often have a distorted(歪曲的) view when they compare information that involves numbers, according to a new study in the journal of consumer research. "as a consumer, would your preference for a dishwasher depend on whether its 1 level is expressed in months rather than years?" write authors mario pandelaere (ghent university, belgium), barbara briers (tilburg university, the netherlands), and christophe lembregts (ghent university, belgium).

to most consumers, the answer is "yes." the difference between an 84-month and a 108-month warranty looks bigger than the difference between a seven-year and a nine-year warranty, despite the fact that both differences are exactly the same.

"2 information(定性信息) can usually be 3 in alternative units," the authors write. "in many cases, however, the specific unit in which information is described is arbitrary(任意的) . for instance, product quality ratings may be expressed on a scale from 0 to 10 or on a scale from 0 to 100," the authors write. "people typically fail to realize that the unit of 4 information is arbitrary. they just focus on the number of scale units used to express a certain difference."

as a result, higher numbers seem to represent bigger quantities. this "unit effect" is the reason why consumers perceive a bigger difference between ratings 90 and 95 out of 100 than they do between a 9 or 9.5 out of 10.

in an additional study, the authors found that the unit effect can be used to encourage healthy food choices. in one experiment, participants exiting the lab were offered the choice between a 5(赠送的,称赞的) apple or a twix® bar. the energy content of these two choices was either expressed in kilojoules (247 for the apple 6 1029 for the twix®) or kilocalories (59 for the apple versus 246 for the twix®). "participants more often chose the apple when the energy content was expressed in kilojoules than in kilocalories as the former difference (782 kilojoules) looks much bigger in the latter one (187 kilocalories).

however, the authors found that the effect was not 7 when people pay close attention to specific attribute information or when people are reminded of the arbitrary nature of the unit in which information is expressed.



点击收听单词发音收听单词发音  

1 3gwww     
n.担保书,证书,保单
参考例句:
  • this warranty is good for one year after the date of the purchase of the product.本保证书自购置此产品之日起有效期为一年。
  • as your guarantor,we have signed a warranty to the bank.作为你们的担保人,我们已经向银行开出了担保书。
2 jc4yi     
adj.性质上的,质的,定性的
参考例句:
  • there are qualitative differences in the way children and adults think.孩子和成年人的思维方式有质的不同。
  • arms races have a quantitative and a qualitative aspects.军备竞赛具有数量和质量两个方面。
3 zhezwz     
adj.特定的
参考例句:
  • the architect specified oak for the wood trim. 那位建筑师指定用橡木做木饰条。
  • it is generated by some specified means. 这是由某些未加说明的方法产生的。
4 tcpyg     
adj.数量的,定量的
参考例句:
  • he said it was only a quantitative difference.他说这仅仅是数量上的差别。
  • we need to do some quantitative analysis of the drugs.我们对药物要进行定量分析。
5 opqzw     
adj.赠送的,免费的,赞美的,恭维的
参考例句:
  • she made some highly complimentary remarks about their school.她对他们的学校给予高度的评价。
  • the supermarket operates a complimentary shuttle service.这家超市提供免费购物班车。
6 wi7wu     
prep.以…为对手,对;与…相比之下
参考例句:
  • the big match tonight is england versus spain.今晚的大赛是英格兰对西班牙。
  • the most exciting game was harvard versus yale.最富紧张刺激的球赛是哈佛队对耶鲁队。
7 08069c56938bbf6ddcc01ee2fd848af5     
复制( replicate的过去式和过去分词 ); 重复; 再造; 再生
参考例句:
  • later outplant the seedlings in a replicated permanent test plantation. 以后苗木出圃栽植成重复的永久性试验林。
  • the phage has replicated and the donor cells have lysed. 噬菌体已复制和给体细胞已发生裂解。
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