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?

CHRISTOPHER LEETEMPLE UNIVERSITY

CHRISLEE@TEMPLE.EDU

@CHRISLEEPHDCHRISTOPHERLEE.COM