Experiential and Analytical Price Evaluations: How Experiential Product Description Affects Prices
研究发现，在数量描述中突出感知单位（如“袋”）而非标准单位（如“盎司”）能提升消费者的支付意愿，因为感知单位激活体验式评估，标准单位激活分析式评估。
Abstract 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, merely presenting the perceptual unit first (e.g., Lay’s Chips 14 snack bags, 14 oz. of chips in snack bags of 1 oz. each) increases willingness to pay compared to presenting the standardized unit first (e.g., Lay’s Chips 14 oz., 14 oz. of chips in snack bags of 1 oz. each). This occurs because perceptual units activate more experiential evaluations whereas standardized units activate more analytical evaluations. An archival study shows that retailers charge higher unit prices for products when perceptual units are salient in quantity description. Six preregistered experiments show that even when both units are available, merely increasing the attentional salience of perceptual units increases willingness to pay. The demonstration that the mere salience of experiential information can alter subjective value offers new insights into the psychology of market prices.