Some Numbers Are More Equal Than Others: How and Why Orderly Numbers Appeal to Consumers

We show that consumers prefer products with orderly numbers (with repetition, e.g., 6262) than noisy numbers (without repetition, e.g., 6281), because orderly numbers enhance consumers’ sense that the world around them is structured. Four studies support our predictions and demonstrate that this preference can compensate for less desirable product attributes.


Meyrav Shoham, Elinor Amit, Yael Steinhart, and Uriel Cohen Priva (2021) ,"Some Numbers Are More Equal Than Others: How and Why Orderly Numbers Appeal to Consumers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 227-228.


Meyrav Shoham, Tel Aviv University
Elinor Amit, Tel Aviv University
Yael Steinhart, Tel-Aviv University
Uriel Cohen Priva, Brown University


NA - Advances in Consumer Research Volume 49 | 2021

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