Consumer reactions to round numbers in brand names

This research shows that round numbers (e.g., 10, 50, 100) are strongly associated with completeness perceptions and consumers view them as thresholds for reaching certain completeness levels. In nine empirical studies, we demonstrate that round numbers in brand names, i.e., Round Alphanumeric Brand...

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Bibliographic Details
Published in:Marketing letters 2016-06, Vol.27 (2), p.309-322
Main Authors: Gunasti, Kunter, Ozcan, Timucin
Format: Article
Language:English
Subjects:
Adjectives
Approximation
Brand names
Brands
Business and Management
Consumer behavior
Consumer behaviour
Consumer choice
Consumer preferences
Consumers
Cream
Dictionaries
Gels
Marketing
Mathematical completeness
Numbers
Perceptions
Popularity
Preferences
Prices
Studies
Toothbrushes
Webcams
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Summary:This research shows that round numbers (e.g., 10, 50, 100) are strongly associated with completeness perceptions and consumers view them as thresholds for reaching certain completeness levels. In nine empirical studies, we demonstrate that round numbers in brand names, i.e., Round Alphanumeric Brand names (RABs) are overrepresented due to their strong association with product completeness. We find that RABs lead to favorable product evaluations and increased preferences. We examine alternative explanations based on other number properties including magnitude, divisibility, popularity, and familiarity and show that the effects of RABs on consumer responses are only mediated by the perception of product completeness.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-014-9337-7