This Number Just Feels Right: the Impact of Roundness of Numbers on Reliance on Feelings Versus Cognition

Monica Wadhwa, INSEAD, Singapore
Kuangjie Zhang, INSEAD, Singapore
We demonstrate that rounded prices facilitate reliance on feelings and thereby lead to more favorable product evaluations when the purchase decision is based on feelings. Conversely, non-rounded number prices facilitate reliance on cognition and thereby lead to more favorable product evaluations when the purchase decision is based on cognition.
[ to cite ]:
Monica Wadhwa and Kuangjie Zhang (2012) ,"This Number Just Feels Right: the Impact of Roundness of Numbers on Reliance on Feelings Versus Cognition ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 864-865.