Are All Units Created Equal? The Effect of Default Units on Product Evaluations

Previous research on numerosity effects has shown that people often infer higher quantity from larger numbers (i.e. specified in smaller units). We argue that consumers have default units for many attribute levels. In three studies, we demonstrate that products described in default units generate more positive product evaluations, irrespective of the nominal value of the attribute (Study 1). This default unit effect is eliminated by a misattribution paradigm in which participants attribute the metacognitive feelings generated by default units to an irrelevant source (Study 2). Further, the default unit effect is eliminated for participants with an abstract mindset (Study 3).