Construct · 1 fields · 1 citations

ease-of-computation effect: a standalone construct

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ease-of-computationeffect1 CONSTRUCTEase-of-computationTHOMAS · PRICING

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Pricing

the finding that price differences that are easy to compute are judged larger than equal differences that are hard to compute, because fluency is read as magnitude.

In pricing, ease-of-computation effect refers to the finding that price differences that are easy to compute are judged larger than equal differences that are hard to compute, because fluency is read as magnitude. This meaning comes from Thomas (2009) in Journal of Marketing Research.[1]

Unit
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Nearby constructs

magnitude4 fields · 5 citationsjingle · one word, four constructs

References

  1. Thomas, M., & Morwitz, V. G. (2009). The Ease-of-Computation Effect: The Interplay of Metacognitive Experiences and Naive Theories in Judgments of Price Differences. Journal of Marketing Research, 46(1), 81-91. https://doi.org/10.1509/jmkr.46.1.81

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