Numbers Talk Louder When They Are Larger: the Effect of Font Size of Numerical Stimuli on Advertisement Persuasion

This research shows that a bigger font size of the numerical information about a product in advertisements attracts viewers’ more attention and thus promotes the message strength inference, which in turn increases the viewers’ perception of cheaper price and higher performance of the product.



Citation:

Yunzhi Huang and Jun Ye (2021) ,"Numbers Talk Louder When They Are Larger: the Effect of Font Size of Numerical Stimuli on Advertisement Persuasion", 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: 395-396.

Authors

Yunzhi Huang, Xiamen University
Jun Ye, Xiamen University



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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