Smaller Numerical Differences Can Enhance Product Appeal

We demonstrate that smaller numerical differences can be perceptually larger, enhancing product appeal. When a change in a product's numerical information is decimal-to-integer (3.4 to 4) rather than integer-to-integer (3 to 4), consumers infer that intermediate values were skipped, moving the product into a different category and increasing product attractiveness.


Meyrav Shoham, Sarit Moldovan, and Yael Steinhart (2018) ,"Smaller Numerical Differences Can Enhance Product Appeal", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 9-13.


Meyrav Shoham, Bar-Ilan University, Israel
Sarit Moldovan, The Open University of Israel, Israel
Yael Steinhart, Tel-Aviv University, Israel


E - European Advances in Consumer Research Volume 11 | 2018

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