Mind the Gap: How Smaller Numerical Differences Can Increase Product Attractiveness

Meyrav Shoham, Sarit Moldovan, Yael Steinhart, Vicki Morwitz, Chris Janiszewsk
2018 Journal of Consumer Research  
We show that smaller numerical differences can be perceived larger, and consequently increase product attractiveness. We find that when the change in product's numerical information is decimal-to-integer (3.4 to 4) rather than integer-to-integer (3 to 4), it reflects crossing a category threshold after several incremental tweaks, which boosts product appeal.
doi:10.1093/jcr/ucy022 fatcat:x7f2hhcl6rgidknuhfzbhjl2fm