the Effect of Numeric Roundness on Probability Perceptions and Choice

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA
Past research has predominantly shown that consumers prefer round numbers. This work documents an exception to such effect, by showing that people prefer and perceive non-round numbers as more likely to occur in cases where a numeric expression is evaluated and chosen based on its probabilities of occurrence or of being drawn in a lottery, gamble or other random selection process.
[ to cite ]:
Julio Sevilla and Rajesh Bagchi (2014) ," the Effect of Numeric Roundness on Probability Perceptions and Choice", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 672-676.