Number Sharpness in the Communication of Nutritional Information

Noah VanBergen, University of Miami, USA
Jiao Zhang, University of Oregon, USA
Three studies show that consumers more concerned with nutritional information (e.g., dieters) evaluate products using sharp vs. round numbers to describe nutritional information more favorably. This effect is driven by satisfaction with the amount of information that sharp vs. round numbers provide, and disappears for products framed as “healthy” options.
[ to cite ]:
Noah VanBergen and Jiao Zhang (2015) ,"Number Sharpness in the Communication of Nutritional Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 726-727.