It Seems Factual, But Is It? Effects of Using Sharp Versus Round Numbers in Advertising Claims

It Seems Factual, But Is It?
Effects of Using Sharp versus Round Numbers in Advertising Claims

 

Robert M. Schindler, Rutgers University-Camden

Richard F. Yalch, University of Washington-Seattle

 

This paper compares sharp versus round numbers in advertising claims.  Round numbers have a salient conceptual basis (e.g., 10 years are a decade).  Sharp numbers do not (e.g., 7 years).  Estimates tend to be expressed with round numbers.  An experiment is described that examines whether consumers make the false assumption that claims using sharp numbers are less likely to be estimates (i.e., are more factual) than those using round numbers and, if so, whether this makes sharp-number claims more believable.  The results demonstrate that such assumptions do occur, particularly for those consumers considered to be advertising skeptics.



Citation:

Robert Schindler and Richard Yalch (2006) ,"It Seems Factual, But Is It? Effects of Using Sharp Versus Round Numbers in Advertising Claims", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 586-590.

Authors

Robert Schindler, Rutgers University, Camden
Richard Yalch, University of Washington, Seattle



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Featured

Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.