Twelve of One Or a Dozen of the Other: How Numerical Expressions Influence Preferences

We introduce the concept of numerical expressions—non-numerical quantifiers such as a pair or dozen—and demonstrate that consumers are more likely to achieve goals expressed using numerical expressions (e.g., buy a dozen health drinks) relative to their numerical equivalent counterpart (e.g., buy 12 health drinks).


Gustavo Schneider, Elise Chandon Ince, and Rajesh Bagchi (2020) ,"Twelve of One Or a Dozen of the Other: How Numerical Expressions Influence Preferences", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 661-662.


Gustavo Schneider, University of South Carolina, USA
Elise Chandon Ince, University of South Carolina, USA
Rajesh Bagchi, Virginia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

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