A Mere Presence Effect of Asymmetric Information

Abstract

Differences in discretionary disclosures of quantitative product attributes often result in asymmetric information across products. For example, one brand of milk may feature its protein content on the package label, while the other does not. How do such asymmetric product claims affect consumer choices? We predict that consumers will be sensitive to the mere presence of a quantified claim, judging a product that presents attribute quantity by the valence of the disclosed attribute (positive vs. negative) regardless of the quantity communicated (e.g., high vs. low value of a low-evaluability attribute). Across eight pre-registered studies, we find a robust mere presence effect, in which consumers judge products more (less) favorably when a positive (negative) quantitative quality-relevant attribute is presented, even when the quantitative information represents a relatively low level of quality. Our findings are consistent with an overgeneralized heuristic account, in which consumers rely on the valence of an attribute when it is present, instead of the quantity conveyed. Our findings demonstrate that when a quantitative attribute is salient but not evaluable, asymmetric information disclosure may impede, rather than facilitate, consumers’ judgments of product quality.