The Effect of Roundedness of Numeric Information on Product Evaluation: The Moderating Role of Consumption Goal

摘要

This research examines the differential impact of roundedness of numeric information on purchase decisions, based on whether the consumption goal underlying a product purchase is hedonic versus utilitarian. We propose that when the consumption goal underlying a product purchase is hedonic(utilitarian), rounded (nonrounded) numeric information leads to more favorable purchase decisions. Two experiments demonstrate that rounded (nonrounded) numeric information enhances product evaluations and purchase intentions when the consumption goal associated with the product is hedonic(utilitarian).