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Keywords: Percentage format
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (13): 358–390.
Published: 11 September 2025
... the differential effects of ratio and percentage formats on risk perceptions and purchase intentions. We investigate the process driving the differential effects, and delineate boundary conditions. We experimentally show that a ratio representation is more concrete than a percentage, engendering more pronounced...
Includes: Supplementary data
