The Influence of Number Format on Consumer Attention

Marisabel Romero, Colorado State University, USA
Adam Craig, University of Kentucky, USA
Anand Kumar, University of South Florida, USA
Milica Mormann, Southern Methodist University, USA
This research studies how and why expressing quantitative information in symbolic code (i.e., “6”), compared to verbal code (i.e., “six”), affects consumer judgments. We show that using a symbolic (versus verbal) number representation leads to increased magnitude judgments and affects product evaluations. Furthermore, we highlight attention as the underlying mechanism.
[ to cite ]:
Marisabel Romero, Adam Craig, Anand Kumar, and Milica Mormann (2017) ,"The Influence of Number Format on Consumer Attention", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 297-301.