The Role of Scales on Evaluations of Identical Goal Progress

Integrating the literature in numerosity and roundness, we examine how identical progress is evaluated when measured on different scales. Findings from five studies show that round numbers on less numerous scales lead to higher goal accomplishment perceptions compared to identical progress expressed in more numerous non-round numbers on corresponding scales.


Timucin Ozcan and Kunter Gunasti (2017) ,"The Role of Scales on Evaluations of Identical Goal Progress", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 799-800.


Timucin Ozcan, Rollins College, USA
Kunter Gunasti , Washington State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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