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Journal of Consumer Psychology
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Consumers often wonder about the product’s maximum output: the highest rotation speed of a blender or the best printing quality of a printer. We examine how the number of levels (e.g., a blender with 3 vs. 7 speeds) influences judgments of maximum product output. Objectively speaking, the number of levels is no more than a set of breakpoints in an already pre‐determined continuum from the product’s minimum to maximum output. Nevertheless, because of the ubiquitous association between number of b...
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Top fields of study
Advertising
Psychology
Marketing
Cognition
Consumer behaviour
Social psychology