{"id":21847,"date":"2020-07-06T20:27:00","date_gmt":"2020-07-06T17:27:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/consumers-prefer-round-numbers-even-when-the-specific-number-is-better-news\/"},"modified":"2020-07-06T20:27:00","modified_gmt":"2020-07-06T17:27:00","slug":"consumers-prefer-round-numbers-even-when-the-specific-number-is-better-news","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/consumers-prefer-round-numbers-even-when-the-specific-number-is-better-news\/","title":{"rendered":"#Consumers prefer round numbers even when the specific number is better news"},"content":{"rendered":"

“#Consumers prefer round numbers even when the specific number is better news<\/a><\/strong>”<\/p>\n

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\n Credit: CC0 Public Domain
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Consider this scenario: A vaccine for the novel coronavirus has been developed that is 91.27% effective. If public health officials present this information using the specific number, people are likely to think the vaccine is actually less effective than if it is presented as being 90% effective.<\/p>\n

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This concept is a real-life app<\/a>lication of recent findings from Gaurav Jain, an assistant professor of marketing in the Lally School of Management at Rensselaer Polytechnic Institute, published recently in Organizational Behavior and Human Decision Process<\/i>.<\/p>\n

The paper, titled “Revisiting Attribute Framing: The Impact of Number Roundedness on Framing,” explores an area of behavioral economics research pertaining to attribute framing, which evaluates how people make decisions based on the manner in which information is presented.
\nWatch this video to learn more.
\nFor decades, researchers in this field have been focused on the attributes, the adjectives, and other words that describe what is being measured. In this paper, Jain looked at the numbers that are used in the frames themselves.
\nUsing six sets of data with more than 1,500 participants, Jain and his co-authors considered what would happen to peoples’ perception of information when specific, or non-round, numbers were used instead of round numbers.
\nThe research showed that people find non-round numbers unique and jarring. Jain and his team determined that people pause to think about the specific number due to its uniqueness. Because it isn’t easy to comprehend, people tend to compare the non-round number to an easily understood ideal standard\u2014like 100%. Then, because the specific number doesn’t live up to the ideal, people perceive it negatively.<\/p>\n

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