2016 (AMA) Winter Marketing Academic Conference
52
-
Upload
christopher-lee -
Category
Business
-
view
401 -
download
0
Transcript of 2016 (AMA) Winter Marketing Academic Conference
HOW BIG IS THE CROWD?
HOW SMALL IS THE CROWD?
THE CROWD IS BIG.
THE CROWD IS SMALL.
ATTENDANCE
“Explore the interplay of
NUMERICAL
CONVERSATIONALand
processes”(Zhang & Schwarz, 2012, p. 258) | JCR
MARKEDNESS THEORY
SHORT
TALL
CLARK (1969)
HEIGHT
SHORT
TALL
HEIGHT
CLARK (1969)
SHORT
TALL
HEIGHT
CLARK (1969)
SHORT
TALL
HEIGHT
CLARK (1969)
UNMARKED = TALLusual
normal positive common neutral
less specific FRAENKEL & SCHUL (2008)
STUDY 2
STUDY 1 MARKEDNESS + ESTIMATES
1. UNMARKED - “BIG” 2. MARKED - “SMALL” 3. NEUTRAL - “SIZE”
HARRIS (1973)
HOW BIG IS THE AVERAGE CROWD AT A COLLEGE
FOOTBALL GAME?
HOW SMALL IS THE AVERAGE CROWD AT A COLLEGE
FOOTBALL GAME?
WHAT IS THE SIZE OF THE AVERAGE CROWD AT A
COLLEGE FOOTBALL GAME?
0
6,000
12,000
18,000
24,000
30,000
11,452
26,88722,111
“BIG” UNMARKED
“SMALL” MARKED
“SIZE” NEUTRAL
ATTENDANCE ESTIMATES
STUDY 2 MARKEDNESS + RANGE
“…the RANGE of meanings associated
with the unmarked and marked adjectives.”
FRAENKEL & SCHUL. (2008)
…the RANGE and concentration of task-acceptable comparisons….
SIMONSON ET. AL. (2012)
D R
D R
D R
0 20K
“BIG”“SMALL”0 20K
SMALL“SMALL” “BIG”“BIG”“SMALL”
0 20K
SMALL“SMALL” “BIG”“BIG”“SMALL”
“SMALL”“BIG”
0 20K
IMAGINE YOU ARE TALKING WITH A FRIEND ABOUT A MLB GAME HE RECENTLY ATTENDED. WHILE TALKING ABOUT THE ATTENDANCE AT
THE GAME, YOUR FRIEND SAYS:
“IT WAS A BIG/SMALL CROWD.”
PLEASE INDICATE THE NUMBER OF PEOPLE YOU THINK WERE IN THE STADIUM:
FROM____TO____ BUT MOST LIKELY____.
CUMMINS (2011)
0
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
7,86418,778 11,89823,712 5,67914,173
FROM
FROM
TO
TO
MOST LIKELY
MOST LIKELY
0
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
11,89823,712 5,67914,173
9,539
FROM
FROM
TO
TO
6,219
0
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
15,21823,712 5,67914,1730
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
15,2185,679
9,539
FROM
FROM
TO
9,539
TO
0
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
11,89823,712 5,67914,173
9,539
FROM
FROM
TO
TO
6,219
0
5,000
10,000
15,000
20,000
25,000
BIG CROWD SMALL CROWD
11,89823,712 5,67914,173
FROM
FROM
TO
TONO OVERLAP
SMALL“SMALL” “BIG”“BIG”“SMALL”
“SMALL”“BIG”
0
“BIG”“SMALL”
∞
THEORETICAL IMPLICATIONS
LINGUISTICS BASED
ASYMMETRY +
RANGE
JUDGMENT & DECISION MAKING
“…we might be able to predict which comparison will likely receive GREATER WEIGHT and thus the resulting ‘effect.’ ”
“…we might be able to predict which MARKED TERM = receive GREATER WEIGHT and thus the resulting ‘effect.’ ”
MANAGERIAL IMPLICATIONS & FUTURE RESEARCH
MARKETING RESEARCH
NAMING CONVENTIONS
LOWER VIEW MVP LOWER VIEW ALL STAR VIEW MVP LOWER VIEW BOX VIEW ALL STAR UPPER VIEW
$23 $15 $14 $10 $9 $7
PRICE? # OF SEATS?
SCARCITY?
MANY QUESTIONS/IDEAS? FEW QUESTIONS/IDEAS?
