Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)

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

Authors
Zhaoyuan Qian
Corresponding Author
Zhaoyuan Qian
Available Online 22 March 2021.
DOI
https://doi.org/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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Volume Title
Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
22 March 2021
ISBN
978-94-6239-354-7
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.210319.088How to use a DOI?
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/).

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  -