The Impact of Non- Roundedness of Numbers on Goal-Oriented Consumption
- https://doi.org/10.2991/aebmr.k.210319.088How to use a DOI?
- Rounded numbers, non-rounded numbers, goal-oriented consumption
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.
- © 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/).
Cite this article
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 - https://doi.org/10.2991/aebmr.k.210319.088 ID - Qian2021 ER -