Mind the Gap: How Smaller Numerical Differences Can Increase Product Attractiveness

Meyrav Shoham, Bar-Ilan University, Israel
Yael Steinhart, Tel-Aviv University, Israel
Sarit Moldovan, The Open University of Israel, Israel
We show that smaller numerical differences can be perceived larger, and consequently increase product attractiveness. We find that when the change in product’s numerical information is decimal-to-integer (3.4 to 4) rather than integer-to-integer (3 to 4), it reflects crossing a category threshold after several incremental tweaks, which boosts product appeal.
[ to cite ]:
Meyrav Shoham, Yael Steinhart, and Sarit Moldovan (2017) ,"Mind the Gap: How Smaller Numerical Differences Can Increase Product Attractiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 884-884.