The Persuasiveness Power of Round Numbers: a Construal Level Theory Perspective

Jorge Pena Marin, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA
Marketers often use numerical information in advertisements. Earlier research shows that precise numbers are more persuasive than round ones. The present work, however, shows that people are more persuaded by round (vs. precise) numbers when the judgmental target is psychologically distant (vs. close).
[ to cite ]:
Jorge Pena Marin and Dengfeng Yan (2015) ,"The Persuasiveness Power of Round Numbers: a Construal Level Theory Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 631-631.