At last, this dissertation 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; discounted 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. / 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). / Given this number-location association, this dissertation 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. / Key Words: Number-location association, Simulation, Perceptual Symbol Systems (PSS), Price perception. / This dissertation 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 ofthe 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. / Cai, Fengyan. / Adviser: King Man Hui. / Source: Dissertation Abstracts International, Volume: 73-03, Section: A, page: . / Thesis (Ph.D.)--Chinese University of Hong Kong, 2010. / Includes bibliographical references (leaves 139-144). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract also in Chinese.
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_344930 |
| Date | January 2010 |
| Contributors | Cai, Fengyan., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese |
| Detected Language | English |
| Type | Text, theses |
| Format | electronic resource, microform, microfiche, 1 online resource (xiii, 144 leaves : ill.) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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