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发布日期：2016-06-06 01:51 来源：北京大学国家发展研究院
As Many as 9, but as Few as 11: Evaluating Unevaluable Quantities in a Communicative Context
Time：June 9 (Thursday) 10:30 -12noon
Location: Zhifuxuan, National School of Development, Peking U.
Speaker: Charles Zhang, Assistant Professor of Marketing, UC Riverside
Abstract
People sometimes receive numerical information that they have little basis to evaluate. Communicators therefore offer evaluation cues to convey whether the number should be considered as large or small (e.g., a 3D printer prints “as fast as 9 mm/s”). In the present research, we find that such evaluation cues can lead to judgment reversals between small numbers that consists of large digits (e.g., 9) and large numbers that consists of small digits (e.g., 11). This is because information recipients evaluate the number by drawing on the communicator’s position, on the condition that this position can be validated based on the individual digits of the number. As a result, we find that the reversal does not occur when the communicator has a neutral position regarding the magnitude of the number (studies 1 & 2), when recipients have reference points to evaluate the number objectively (study 3), when recipients are unwilling to draw on the communicator’s position (study 4), or when recipients have a strong feeling of knowing about the target of evaluation (study 5). These findings indicate that numerical judgment can be affected by social factors and suggest a likely process of how people evaluate unevaluable quantities in a communicative context.
Charles Zhang is an Assistant Professor of Marketing at UC Riverside, School of Business Administration. His main research interest is judgment and decision making with an emphasis on numerical judgment and inference. Some of his published work is focused on how the granularity of communicated numbers conveys information that goes beyond the magnitude of the numbers. Professor Zhang graduated from the University of Michigan with a PhD in Marketing. At UCR, he teaches Marketing Research to both MBAs and undergraduates, which he enjoys a lot owing to his earlier training in statistics and survey methodology as well as his industrial experience from Young & Rubicam and eBay. Prior to joining UCR in 2014, Professor Zhang taught at Boston College.
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首页
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教学项目展开 / 收起
sidenav background教学项目
sidenav header background[6月9日]管理学workshop
发布日期：2016-06-06 01:51 来源：北京大学国家发展研究院
As Many as 9, but as Few as 11: Evaluating Unevaluable Quantities in a Communicative Context
Time：June 9 (Thursday) 10:30 -12noon
Location: Zhifuxuan, National School of Development, Peking U.
Speaker: Charles Zhang, Assistant Professor of Marketing, UC Riverside
Abstract
People sometimes receive numerical information that they have little basis to evaluate. Communicators therefore offer evaluation cues to convey whether the number should be considered as large or small (e.g., a 3D printer prints “as fast as 9 mm/s”). In the present research, we find that such evaluation cues can lead to judgment reversals between small numbers that consists of large digits (e.g., 9) and large numbers that consists of small digits (e.g., 11). This is because information recipients evaluate the number by drawing on the communicator’s position, on the condition that this position can be validated based on the individual digits of the number. As a result, we find that the reversal does not occur when the communicator has a neutral position regarding the magnitude of the number (studies 1 & 2), when recipients have reference points to evaluate the number objectively (study 3), when recipients are unwilling to draw on the communicator’s position (study 4), or when recipients have a strong feeling of knowing about the target of evaluation (study 5). These findings indicate that numerical judgment can be affected by social factors and suggest a likely process of how people evaluate unevaluable quantities in a communicative context.
Charles Zhang is an Assistant Professor of Marketing at UC Riverside, School of Business Administration. His main research interest is judgment and decision making with an emphasis on numerical judgment and inference. Some of his published work is focused on how the granularity of communicated numbers conveys information that goes beyond the magnitude of the numbers. Professor Zhang graduated from the University of Michigan with a PhD in Marketing. At UCR, he teaches Marketing Research to both MBAs and undergraduates, which he enjoys a lot owing to his earlier training in statistics and survey methodology as well as his industrial experience from Young & Rubicam and eBay. Prior to joining UCR in 2014, Professor Zhang taught at Boston College.
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