Digits Influence Consumer Decisions and Behavior

When communicators share written numerical information, they can choose to express it either in digits (“10 points”) or in words (“ten points”). For marketers and others aiming to convey a message that influences recipients’ behavior, which approach is more effective? That’s the question Marisabel Romero, associate professor of marketing at the University of Tennessee, Knoxville, Haslam College of Business, and her co-authors examine in their paper “Are ‘10-Grams of Protein’ Better Than ‘Ten Grams of Protein’? How Digits Versus Number Words Influence Consumer Judgments,” recently published in the Journal of Consumer Research.

In general, the researchers find the digit versions of numbers, more so than words, positively affect consumer judgment and behavior. This phenomenon, termed the “number format effect,” was observed when consumers were shown simple advertisements with numerical information presented both in digits and words. Romero says, “We asked, ‘How right does it feel to have this number presented that way?’ It feels more right if you have the digit form versus the verbal form. It might be because when we think of numerical information in math, we present it in digits and that’s the form people teach to present that kind of information. It’s also a concise manner.”

The effect applies whether the numerical information pertains to a positive product feature, such as hours of battery life, or one that has negative connotations, such as grams of sugar. In both scenarios, consumers consistently felt it was more “right” to receive numerical information in digit form rather than with words.

The number format effect also helps consumers make decisions when they have doubts about the credibility of product information or even a public message such as the “6-feet” versus “six-feet” social distancing signage used during the pandemic. “If you don’t know enough about this product or you’re not sure if this manufacturer is good or not, these feelings you have with the digits transfer over to evaluating a product positively,” Romero explains. “If you already know the message and trust the source, then [the number format] makes less of an impact on your choices.”

Even less formal forms of product promotion, such as customer reviews, are influenced by the number format preference. When consumers themselves are writing about products, they use both versions—the digits and the verbal form. The researchers found that other consumers perceive a review as more helpful if a reviewer uses a digit rather than writing the word for the number.

While consumers in the studies overwhelmingly preferred digits in most marketing contexts, Romero and her co-authors found more variance in the reaction to certain display situations such as billboards. In those cases, she says, aesthetics likely played a role. “Sometimes something looks better when it’s spelled out rather than the [digit] form.”

Overall, the paper’s findings should benefit marketers and policymakers seeking ways to communicate numerical information to consumers and constituents.

“Don’t think it doesn’t matter,” Romero advises. “These subtle cues can affect consumer behavior. We’re hoping that when it comes to nutritional information, for instance, that marketers use this information to promote the consumption of products that could be beneficial for someone.”

“Are ‘10-Grams of Protein’ Better Than ‘Ten Grams of Protein’? How Digits Versus Number Words Influence Consumer Judgments,” co-authored by Romero, Anand Kumar (University of South Florida, Tampa), Milica Mormann (Southern Methodist University) and Adam W. Craig (University of Kentucky), is available online.

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Haslam College of Business - Digits Influence Consumer Decisions and Behavior