题 目: The Number-Location Association and Its Marketing Implications
讲座人: Fengyan Cai (香港中文大学工商管理学院博士生)
主持人:伍青生博士 市场营销系副教授
时间：2010年12月29日1:30PM~3:00PM
地点：上海交通大学北楼104
内容摘要: Given a display, people usually think that large numbers should be located on the top or on the right hand side of the display, whereas small numbers should be posited at the bottom or on the left (Wood and Fischer 2008).
This paper firstly aims to provide new evidence for this number-location association. Experiment 1 demonstrates that people incorrectly remember that large numbers appear to the right of the locations they actually were shown while small numbers appear to the left of the locations than they actually were presented; experiment 2 and experiment 3 show that people estimate there are more pieces in a pile of object when the pile of object is presented on the right side of a display than on the left side.
Given this number-location association, this paper secondly intends to apply it to the field of marketing, and to use three experiments to explore how and why location of product image can influence people’s price judgment. The results of experiment 4 show that consumers think that the market price of a product is higher if the product’s image is shown on the right side of a display than on the left side; experiment 5 and experiment 6 further indicate that the location of product image can only influence consumers’ price judgment, but cannot influence quality judgment.
At last, this paper considers another marketing implication of this number-location association, namely the compatibility effect. In experiment 7, we find that people perceive a discount as more attractive when the two prices are actually posited in compatible locations (original price—right side; current price— left side) than in incompatible locations. Similarly, experiment 8 demonstrates that people are more likely to patronage a supermarket when the supermarket’s slogan about low price is shown on the left side of a display than on the right side, and this effect is mediated by the subjective fluency feeling people felt at the time they process the advertisement.
讲座人简历
Ph.D., Marketing, 08/2006-current
Business School, The Chinese University of Hong Kong, Hong Kong
Master, Marketing, 09/2003-07/2006
Business School, Wuhan University, Wuhan, P.R. China
B.S. Marketing, 09/1999-07/2003
Business School, Wuhan University, Wuhan, P.R. China
