10 克蛋白质 "比 "10 克蛋白质 "更好吗?数字与数词如何影响消费者的判断

IF 5.7 1区 管理学 Q1 BUSINESS
Marisabel Romero, Adam W Craig, Milica Mormann, Anand Kumar
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引用次数: 0

摘要

数字信息可以使用不同的数字格式,如数字("5")或数字词("5")来传达。例如,一款电池产品可能声称其续航时间为 "5 小时 "或 "5 小时"。虽然这两种格式在市场上交替使用,但它们如何影响消费者的判断和行为却并不清楚。通过六项实验研究、两项在线广告活动和一项大型二次数据集分析,我们发现与数字词相比,数字会对消费者行为产生积极影响。我们将这种现象称为数字格式效应。我们进一步证明,数字格式效应的产生是因为消费者认为数字(相对于数字词)是呈现数字信息的正确方式:数字会让人产生一种正确的感觉,进而影响消费者的行为。最后,我们表明,当信息来源的可信度低时,数字格式效应会放大,而当信息来源的可信度高时,数字格式效应会减弱。目前的研究增进了人们对数字信息如何影响消费者判断和行为的了解,对营销人员和政策制定者向消费者传达数字信息具有重要意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Are ‘10-Grams of Protein” Better than ’Ten Grams of Protein”? How Digits versus Number Words Influence Consumer Judgments
Numerical information can be communicated using different number formats, such as digits (“5”) or number words (“five”). For example, a battery product may claim to last for “5 hours” or “five hours.” And while these two formats are used interchangeably in the marketplace, it is not clear how they influence consumer judgments and behavior. Via six experimental studies, two online ad campaigns, and one large secondary dataset analysis, we find that digits, compared to number words, positively affect consumer behavior. We refer to this phenomenon as the number format effect. We further show that the number format effect occurs because consumers feel that digits (vs. number words) are the right way to present numerical information: digits lead to a sense of feeling right that then affects consumer behavior. Finally, we show that the number format effect is amplified when credibility of the source of information is low, and attenuated when source credibility is high. The current research advances knowledge of how numerical information influences consumer judgments and behavior and carries important implications for marketers and policymakers as they communicate numerical information to consumers.
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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