Numbers Are Gendered: The Role of Numerical Precision
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 2, S. 303-316
ISSN: 1537-5277
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 2, S. 303-316
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 39, Heft 5, S. 931-946
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 2, S. 376-389
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 45, Heft 5, S. 1103-1116
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 4, S. 598-613
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 44, Heft 2, S. 381-395
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 47, Heft 5, S. 755-771
ISSN: 1537-5277
Abstract
This research seeks to examine, first, whether and why consumers perceive divisible versus indivisible numbers differently and, second, how such divergent perceptions influence consumer preferences for marketer-created entities associated with divisible versus indivisible numbers. Integrating insights from two different literatures—numerical cognition and loneliness—we propose and find that numbers perceived to be divisible (vs. indivisible) are viewed as having more "connections" and are therefore deemed to be less lonely. Building on these findings and the literature on compensatory consumption, we then propose and demonstrate that a temporary feeling of loneliness increases participants' relative preference for various targets—products, attributes, and prices—associated with divisible (vs. indivisible) numbers, which are perceived to be relatively more connected and less lonely. It merits mention that our findings are triangulated across a wide variety of numbers, different product categories, and multiple operationalizations of loneliness.