18B Even Numbers Are Evener! Fairness Inferences From Numerical Information

This research examines the effect of numerical information on fairness perceptions and the downstream consequences of this effect on consumer behavior. Results from three studies show that even versus odd numbers are more associated with fairness. Based on this association, consumers perceive prices with even versus odd numbers as fairer.


Yansu Wang and Jun Pang (2019) ,"18B Even Numbers Are Evener! Fairness Inferences From Numerical Information", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 996-996.


Yansu Wang, Renmin University of China
Jun Pang, Renmin University of China


NA - Advances in Consumer Research Volume 47 | 2019

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