 The crucial role of reference numbers on consumers’ product preferencesKunter Gunasti, Timucin Ozcan and Elizabeth Howlett Journal of Business Research, 2023, vol. 168, issue C Abstract: We examine the role of hexadecimals and duodecimals (i.e., multiples of 16 and 12), which we refer to as reference numbers, on product preferences. First, within the context of inch-pound measurements, we illustrate that the use of reference numbers is disproportionately frequent and are often used in estimations as frequently as the round numbers (i.e., zero- and five-ending numbers). Second, we demonstrate that consumers prefer products with reference number package sizes in inch-pound units and this effect is mediated by the sense of completeness provided by reference numbers. Next, we illustrate how the order of metric vs. inch-pound (i.e., non-metric) package labels can be utilized by manufacturers of multinational brands to manipulate consumer choices. Finally, we examine the role of pricing tactics as a boundary condition. Our findings provide actionable insights for marketers and retailers across a variety of contexts. Keywords: Numerical cognition; Product size; Product label; Package label; Consumer preferences; Reference numbers; Round numbers; Inch-pound; Metric; Non-metric; Hexadecimal; Duodecimal (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323006082 DOI: 10.1016/j.jbusres.2023.114249 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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