Leaps and Tweaks: the Impact of Version Numbers on Product Attractiveness

Meyrav Shoham, Technion - Israel Institute of Technology, Israel
Yael Steinhart, Tel-Aviv University, Israel
Sarit Moldovan, The Open University of Israel
When consumers evaluate products with version numbers, smaller numerical gaps between version numbers can enhance product appeal. Three studies show that this effect occurs when the existing version has a decimal number while the new version has a whole number, suggesting a more substantive leap after several incremental ones.
[ to cite ]:
Meyrav Shoham, Yael Steinhart, and Sarit Moldovan (2016) ,"Leaps and Tweaks: the Impact of Version Numbers on Product Attractiveness ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 759-759.