Precision makes tightness better: the interactive effect of interstitial space and number precision on purchase intention

Na Hou and Han Gong ()
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Na Hou: Shanghai University of Finance and Economics
Han Gong: Shanghai University of Finance and Economics

Marketing Letters, 2025, vol. 36, issue 3, No 7, 403-416

Abstract: Abstract In an era where consumers frequently encounter product information within confined visual space, understanding how to better utilize such spatial constraints is vital. We propose and demonstrate that consumers are more likely to make a purchase when product displays feature precise (vs. round) numbers within limited interstitial space, compared to when space is abundant. We further reveal that this effect is mediated by levels of arousal induced by precise (vs. round) numbers in limited space. Moreover, when consumers are already in a state of heightened arousal and when the assortment size is large, this effect is weakened. These findings extend the literature on visual spacing and numerical cognition, offering novel insights into effective marketing practices.

Keywords: Interstitial space; Numerical information; Precise numbers; Arousal (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-024-09753-3

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