The Impact of Non- Roundedness of Numbers on Goal-Oriented Consumption

DOI

10.2991/aebmr.k.210319.088How to use a DOI?

Keywords

Rounded numbers, non-rounded numbers, goal-oriented consumption

Abstract

This research explores the impact of roundedness and non-roundedness of numbers on consumption. In particular, this research proposes that roundedness of numbers could have an impact on consumers’ motivation to buy goal-oriented products. With more than 200 response, results from two studies show that if a consumer perceives a product to be goal-oriented (e.g., videogame, diet food), they will be more inclined to buy the goods with a price of precise/non-rounded number (compare with round number). A non-rounded number (rounded number) may serve as a cue for achieving the target or the goal better. The findings of this research have several managerial and theoretical contributions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhaoyuan Qian
PY  - 2021
DA  - 2021/03/22
TI  - The Impact of Non- Roundedness of Numbers on Goal-Oriented Consumption
BT  - Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)
PB  - Atlantis Press
SP  - 483
EP  - 486
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210319.088
DO  - 10.2991/aebmr.k.210319.088
ID  - Qian2021
ER  -