Presentation at the 2015 Academy of Marketing Science Annual Conference in Denver, CO (May 2015).

2. WHAT IS THE SIZE
OF THE CROWD?

3. HOW BIG
IS THE CROWD?

4. HOW SMALL
IS THE CROWD?

6. HOW
MANY
CALORIES?

7. HOW
MANY
CALORIES?

8. HOW
FEW
CALORIES?

10. HOW
LONG
IS THE
TRIP?

11. HOW
LONG
IS THE
TRIP?

12. HOW
SHORT
IS THE
TRIP?

14. THE GLASS IS
HALF FULL.

15. THE GLASS IS
HALF FULL.

16. THE GLASS IS
HALF EMPTY.

17. “Explore the interplay of
NUMERICAL
CONVERSATIONAL
and
processes”
(Zhang & Schwarz, 2012, p. 258) | JCR

18. What effect do
QUALITATIVE
cues have on
NUMERICAL
perceptions?

19. MARKEDNESS
THEORY

20. relationship between
the two poles of an
opposition
BATTISTELLA (1990)

21. the evaluative
superstructure of
language
BATTISTELLA (1990)

22. as central to
grammar as energy
is to physics
SMOLENSKY (2006)

23. SHORT
TALL
CLARK (1969)
HEIGHT

24. SHORT
TALL
HEIGHT
CLARK (1969)

25. SHORT
TALL
HEIGHT
CLARK (1969)

26. SHORT
TALL
HEIGHT
CLARK (1969)

27. UNMARKED = TALL
usual
normal
positive
common
neutral
less specific
FRAENKEL & SCHUL (2008)

28. HOW LONG
WAS THE
GARDEN
HOSE?
HARRIS (1973)

29. HOW SHORT
WAS THE
GARDEN
HOSE?
HARRIS (1973)

30. HARRIS (1973)
LONG: 41.3 FT
SHORT: 20.5 FT

31. RELATED
THEORIES

32. INFORMATION LEAKAGE | McKENZIE & NELSON(2003)

33. IMAGINE A 4-OUNCE MEASURING
CUP IN FRONT OF YOU THAT IS
COMPLETELY FILLED WITH WATER UP
TO THE 4-OUNCE LINE. YOU THEN
LEAVE THE ROOM BRIEFLY AND COME
BACK TO FIND THAT THE WATER IS
NOW AT THE 2-OUNCE LINE.
INFORMATION LEAKAGE | McKENZIE & NELSON(2003)

34. WHAT IS THE
MOST NATURAL
WAY TO DESCRIBE
THE CUP NOW?
INFORMATION LEAKAGE | McKENZIE & NELSON(2003)

35. HALF
EMPTY
INFORMATION LEAKAGE | McKENZIE & NELSON(2003)

36. HALF
FULL
INFORMATION LEAKAGE | McKENZIE & NELSON(2003)
HALF
EMPTY

37. ARGUMENTATIVE ORIENTATION THEORY | HOLLEMAN & PANDER MAAT (2009)

38. DURING A NIGHT’S
WORK AT THE
RESTAURANT WE GOT
MANY/FEW TIPS. THE
TIP BOWL WAS:
(A)HALF FULL
(B)HALF EMPTY
ARGUMENTATIVE ORIENTATION THEORY | HOLLEMAN & PANDER MAAT (2009)

39. DURING A NIGHT’S
WORK AT THE
RESTAURANT WE GOT
MANY/FEW TIPS. THE
TIP BOWL WAS:
(A)HALF FULL
(B)HALF EMPTY
ARGUMENTATIVE ORIENTATION THEORY | HOLLEMAN & PANDER MAAT (2009)

40. DURING A NIGHT’S
WORK AT THE
RESTAURANT WE GOT
MANY/FEW TIPS. THE
TIP BOWL WAS:
(A)HALF FULL
(B)HALF EMPTY
ARGUMENTATIVE ORIENTATION THEORY | HOLLEMAN & PANDER MAAT (2009)

41. STUDIES

42. STUDY 2
STUDY 1
MARKEDNESS
+ ESTIMATES

43. 1. UNMARKED
2. MARKED
3. “NEUTRAL”
HARRIS (1973)

44. HOW BIG IS THE AVERAGE
CROWD AT A COLLEGE
FOOTBALL GAME?

45. HOW SMALL IS THE AVERAGE
CROWD AT A COLLEGE
FOOTBALL GAME?

46. WHAT IS THE SIZE OF THE
AVERAGE CROWD AT A
COLLEGE FOOTBALL GAME?

47. 0
6,000
12,000
18,000
24,000
30,000
11,452
26,887
22,111
“BIG”
UNMARKED
“SMALL”
MARKED
“SIZE”
NEUTRAL
ATTENDANCE ESTIMATES

48. STUDY 2
MARKEDNESS
+ FULL/EMPTY

49. 50%
BIG
50%
FULL

50. 50%
BIG
50%
FULL
HOLLEMAN & PANDER MAAT (2009)
LEHRER (1985)

51. “Explore the interplay of
NUMERICAL
CONVERSATIONAL
and
processes”
(Zhang & Schwarz, 2012, p. 258) | JCR

52. NUMERICAL
CONVERSATIONAL
HALF
EMPTY
HALF
FULL=

53. NUMERICAL
CONVERSATIONAL
HALF
EMPTY
HALF
FULL=

54. “…MARKEDNESS of a
profile could very well
affect not only the
direction of the
subsequent conclusion
to be drawn, but also
the EXTREMITY…”
HOLLEMAN & PANDER MAAT (2008)

55. IMAGINE YOU ARE THINKING ABOUT
GOING TO A PROFESSIONAL
BASKETBALL GAME WITH A FRIEND.
A FEW DAYS BEFORE THE
GAME, YOUR FRIEND
SAYS:

56. “THE ARENA WILL PROBABLY
BE HALF FULL/EMPTY
AT HALFTIME.”

57. PLEASE INDICATE THE NUMBER OF
PEOPLE YOU THINK WILL BE IN THE
ARENA AT EACH POINT IN THE GAME.
FIRST QUARTER:
SECOND QUARTER:
THIRD QUARTER:
FOURTH QUARTER:

58. FINAL SCORE?

59. COMPETITIVENESS
OF THE GAME?

60. SCARCITY OF
TICKETS?
AGUIRRE-RODRIGUEZ (2013)
“…IN HIGH DEMAND” “…IN LOW SUPPLY”

61. 0
3,000
6,000
9,000
12,000
15,000
FIRST SECOND THIRD FOURTH
HALF FULL
RESULTS

62. 0
3,000
6,000
9,000
12,000
15,000
FIRST SECOND THIRD FOURTH
HALF FULL
HALF EMPTY
RESULTS

63. 0
3,000
6,000
9,000
12,000
15,000
FIRST SECOND THIRD FOURTH
HALF FULL
HALF EMPTY
RESULTS
SCARCITY:
HF > HE
COMPETITIVENESS:
HF > HE

64. THEORY

65. MARKEDNESS
THEORY

66. ESTIMATES
+
EXTREMITY/TIME
+
SPREAD

67. ESTIMATES
+
EXTREMITY/TIME
+
SPREAD

68. JUDGMENT &
DECISION MAKING

69. “….when considering
different comparisons
within the task LOA, greater
understanding of the
FACTORS INFLUENCING THE
DEGREE to which various
possible comparisons are
viewed as sufficient reasons
or justifications is critical.”

70. “….when considering
different comparisons
within the task LOA, greater
understanding of the
FACTORS INFLUENCING THE
DEGREE = MARKEDNESS
possible comparisons are
viewed as sufficient reasons
or justifications is critical.”

71. “…we might be able to
predict which
comparison will likely
receive GREATER WEIGHT
and thus the resulting
‘effect.’ ”

72. “…we might be able to
predict which
MARKED TERM =
receive GREATER WEIGHT
and thus the resulting
‘effect.’ ”
0
3,000
6,000
9,000
12,000
15,000
FIRST SECOND THIRD FOURTH
HALF FULL
HALF EMPTY

73. QUANTITATIVE
JUDGMENT

74. (1) by analyzing more systematically the
different types of anchors that occur in
everyday life
(2) by identifying important contextual
moderators of anchoring effects, especially
social moderators
(3) by considering a wider variety of
consequences of anchoring beyond an
immediate influence on the extremity of a
given judgment
EPLEY & GILOVICH (2010, P. 21)

75. (1) by analyzing more systematically the
different types of anchors that occur in
everyday life
(2) by identifying important contextual
moderators of anchoring effects, especially
social moderators
(3) by considering a wider variety of
consequences of anchoring beyond an
immediate influence on the extremity of a
given judgment
EPLEY & GILOVICH (2010, P. 21)

76. MANAGERIAL
IMPLICATIONS

77. MARKETING RESEARCH

78. PUBLIC HEALTH

79. GOAL PURSUIT

80. SCARCITY

81. COMPETITORS

82. SCROLLING ECONOMY

84. 158 WORDS

85. 158 WORDS
0.63%

86. 158 WORDS
0.63%

87. 12 WORDS 158 WORDS
0.63%

88. 12 WORDS 158 WORDS
8.3% 0.63%

89. SUMMARY

90. “one f***ing word
makes all the
difference.”

91. MANY QUESTIONS/IDEAS?
FEW QUESTIONS/IDEAS?

92. CHRISTOPHER LEE
TEMPLE UNIVERSITY
CHRISLEE@TEMPLE.EDU
@SPORTSOLOGIST
CHRISTOPHERLEE.COM