When 698 Victims Receive More Donations Than 700 Victims: Effects of Number Roundness on Donations

Noah VanBergen, University of Miami, USA
Jiao Zhang, University of Oregon, USA
This research examines factors influencing the effectiveness of round vs. sharp numbers specifying the number of victims in donation appeals. The authors show that three factors moderate whether sharp (e.g., 698) or round (e.g., 700) numbers lead to higher willingness-to-donate: message framing, psychological distance, and donor characteristics (e.g., NFC).
[ to cite ]:
Noah VanBergen and Jiao Zhang (2014) ,"When 698 Victims Receive More Donations Than 700 Victims: Effects of Number Roundness on Donations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 815-815.