Numeric Fluency and Preference

We show that people prefer choice alternatives that are comprised of round numbers, and that this preference arises from the greater processing fluency associated with such alternatives. When choosing between comparable gambles, participants were more likely to choose the prospect comprised of round numbers whether or not it was riskier, more or less arithmetically complex, and whether or not they were provided with its expected value. Critically, the presence of even a single round number is sufficient to enhance preference. The effect of numeric fluency on choice is shown in within-subject comparisons, indicating internally inconsistent risk preferences.


Keri Kettle and Gerald Häubl (2010) ,"Numeric Fluency and Preference", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 150-152 .


Keri Kettle, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More


Narrative Transportation and Cognitive Responses: The Other Side of the Story

Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

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.