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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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