One More Unit to Increase Desire: the Minimal Sharpness Effect

Numbers with minimal sharpness are unique and tend to induce senses of arousal. The heightened arousal could be misattributed to consumers’ desire toward the focal product, and thus increase their wanting but not liking. Results show that people prefer products associated with a minimal sharp number than a round number.



Citation:

Yunhui Huang and Han Gong (2017) ,"One More Unit to Increase Desire: the Minimal Sharpness Effect", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 669-670.

Authors

Yunhui Huang, Nanjing University, China
Han Gong, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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