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In: Gunasti, K, Ozcan, T. (2019) "The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions," Marketing Letters, 30, June, 207–217
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In: Gunasti, K., Baskin, E. Is a $200 Nordstrom Gift Card Worth More or Less than a $200 GAP Gift Card? The Asymmetric Valuations of Luxury Gift Cards, Journal of Retailing, 2018, December, 94(4), 380-392.
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In: Nguyen, H., Gunasti, K. Original Brands in Competition Against High Quality Copycats, European Journal of Marketing, 2018, 52 (7/8), 1574-97.
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 35, Heft 5, S. 823-837
ISSN: 1537-5277
In: Gunasti, K., Kara, S. and Ross, Jr, W.T. (2020), "Effects of search, experience and credence attributes versus suggestive brand names on product evaluations", European Journal of Marketing (forthcoming) https://doi.org/10.1108/EJM-12-2017-0972
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In: Kara S.*, Gunasti K.*, Ross W., Duclos R., How Language Affects Consumers' Processing of Numerical Cues, Journal of Consumer Behavior, *equal contribution, Forthcoming
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In: Kara S., Gunasti K., Ross W., 'My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names, Journal of Brand Management, 2020, June, 27 607-621
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In: Journal of consumer behaviour, Band 20, Heft 2, S. 460-473
ISSN: 1479-1838
AbstractWe show that linguistic numeral structures affect consumers' comparative evaluations of numbers, prices, and alphanumeric brand names. For example, 80 (eighty) in English is perceived as 4 × 20 (quatre‐vingts or four twenties) in French and as 8 × 10 (ba‐shi or eight tens) in Chinese. Thus, the difference between 80 and 20 is expressed with different degrees of numerosity, the number of units into which a stimulus is divided: (a) 2 × 10 versus 8 × 10 in Chinese, (b) 20 versus 4 × 20 in French, or (c) simply 20 versus 80 in English. In four studies involving a total of 732 bilinguals who speak two of these three languages, we examine how different linguistic properties can lead to differences in comparison of numerical values and inferences made about product attributes. We demonstrate the mediating role of numerosity induced by certain linguistic structures while ruling out alternative explanations for this phenomenon such as cultural differences, processing fluency, and numeracy. Our research contributes to literatures on number cognition, numerosity, branding, and linguistics while providing insights for international marketers by encouraging practitioners to use different numbers in their marketing, branding, and pricing efforts in ways that best fit the linguistic structure of the country in which they sell a product.
In: Wang, L., Gunasti K., Shankar, R., Pancras, J. Gopal, R., Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers, MISQ (Management information systems quarterly), Forthcoming
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