Round numbers, sharp numbers, and their perceived credibility

If someone told you that a soap was “99.44% pure” would you be more likely to believe their claim than if they rounded the number to “99% pure”? A 2006 paper in the journal Advances in Consumer Research authored by professors Robert M. Schindler (Rutgers University-Camden) and Richard F. Yalch (University of Washington) entitled: ‘It […]

Preference peculiarities: Curves good – or angles bad?

In 1753 (or thereabouts) William Hogarth published his study into ‘The analysis of Beauty’ (“Written with a view of fixing the fluctuating ideas of taste.”) He was particularly interested in the ‘Perfect Curve’. For Hogarth, number 4 hit the spot. Scroll forward to April 2015 for another study about curves, which asks whether peoples’ apparent […]

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