How Numeric Roundness Influences Probability Perceptions

While past research has predominantly shown that consumers prefer round numbers, this work demonstrates that people prefer non-round numbers in cases when preference depends on perceptions about the likelihood of occurrence of a number. We document this across contexts involving lottery ticket choices and probabilistic assessments.

Citation:

Julio Sevilla and Rajesh Bagchi (2018) ,"How Numeric Roundness Influences Probability Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 293-297.