The presenter's paradox

Kimberlee Weaver, Stephen M. Garcia, Norbert Schwarz

Research output: Contribution to journalArticlepeer-review

Abstract

This analysis introduces the Presenter's Paradox. Robust findings in impression formation demonstrate that perceivers' judgments show a weighted averaging pattern, which results in less favorable evaluations when mildly favorable information is added to highly favorable information. Across seven studies, we show that presenters do not anticipate this averaging pattern on the part of evaluators andinstead design presentations that include all of the favorable information available. This additive strategy ("more is better") hurts presenters in their perceivers' eyes because mildly favorable information dilutes the impact of highly favorable information. For example, presenters choose to spend more money to make a product bundle look more costly, even though doing so actually cheapened its value from the evaluators' perspective (study 1). Additional studies demonstrate the robustness of the effect, investigate the psychological processes underlying it, and examine its implications for a variety of marketing contexts.

Original languageEnglish
Pages (from-to)445-460
Number of pages16
JournalJournal of Consumer Research
Volume39
Issue number3
DOIs
StatePublished - Oct 2012
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Fingerprint

Dive into the research topics of 'The presenter's paradox'. Together they form a unique fingerprint.

Cite this