The Stability Heuristic: How Round Numbers Increase the Perception of How Long Product Characteristics Last

Jorge Pena Marin, University of Texas at San Antonio, USA
Rajesh Bhargave, University of Texas at San Antonio, USA
This work demonstrates a novel association between numbers and stability (the “stability heuristic”). Attribute descriptions conveyed in round (vs. precise) numbers (e.g., 100 vs. 103mg caffeine) are seen as more stable and enduring. Therefore, when consumers value product attribute performance that lasts, round-numbered attribute descriptions enhance product preference.
[ to cite ]:
Jorge Pena Marin and Rajesh Bhargave (2015) ,"The Stability Heuristic: How Round Numbers Increase the Perception of How Long Product Characteristics Last", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 630-630.