A Study On The Impact Of The Product Scale Information On Comsumers’ Decision-Making

Presenting the product information is an important way for consumers to understand what the product is, but the same information can be presented by different ways that will bring consumers a different feeling, thus consumers’decision will be influenced. There are a lot of numeral information in the product information presented in digital form, but the same numeral information often can be presented by different scales, so whether the number difference made by scale can affect consumers’ decision making? For example, for the battery life of a product, whether consumers will perceive the difference between 24 hours and 48 hours is greater than 1 and 2 days? For the score of a product in taobao, whether consumers will give the same evaluation on 4.5 points on a 5-point scale to 90 points on a 100-point scale? In addition, sometimes we need pay monthly or yearly to buy a package product, price per year and price per month can present a large number difference, so whether consumers would think 100 yuan per month is more cheaper than 1200 yuan per year?Above problem has received the attention of some scholars, but domestic research on this problem are blank. Based on the existing research, This article will divide scale to three categories:the objective product attribute scale, time scale used in package product information and score scale to present the consumer evaluation on products to discuss the influence of scale to consumer perception and product option. In addition this paper also attempts to put forward a new adjustment factors to adjust measure effects on consumer perception differencesThrough three experiments, this article draw the following conclusions. First, product attribute scale, time scale and score scale can influence consumer perceptive difference when comparing different products, in addition, the score scale can affect consumer evaluation. Second, the change of surface difference between products caused by time scale and score scale will affect consumer product option, even occurs option reversal. Third, regulating effect of the attention to product evaluation score on the influence of scale on consumer perception difference is no significant.