The Effects of Duodecimal and Hexadecimal Benchmarks on Package Size Evaluations

We demonstrate positive effects of Hexadecimal and Duodecimal (H/D) numbers on consumers’ product evaluations, preferences, and willingness to pay. These effects are mediated by the round-like number properties of H/D numbers and by the perceived convenience of the change in package size and moderated by the dominant measurement system.


Kunter Gunasti, Tim Ozcan, and Betsy Howlett (2019) ,"The Effects of Duodecimal and Hexadecimal Benchmarks on Package Size Evaluations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 606-607.


Kunter Gunasti, Washington State University, USA
Tim Ozcan, James Madison University, USA
Betsy Howlett, Washington State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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