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Consumers Connect With Brands That Contain Likable Numbers

Consumers Connect With Brands That Contain Likable Numbers
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A number of experiments from the National University of Singapore and the University of Florida documents the influence of numbers on the liking of brands.

Michael Ellenbogen
  • 2 may 2011

Research from the National University of Singapore and the University of Florida show consumers like numbers such as 10, 12, and 24 because they are the sums of common grade-school arithmetic problems and prefer brand names containing these numbers. The ease of the processing is similar to a feeling of familiarity.

A series of experiments documents the influence of numbers on the liking of brands. For example, an imaginary brand name for anti-dandruff shampoo (Zinc) is more liked when it includes a common product number (e.g., Zinc 24) than when with includes a prime number (e.g., Zinc 31). The research also shows that the presence of the operands responsible for the sum or product further enhance the liking of a brand name. For example, not only is a Volvo S12 more liked than a Volvo S29, but liking is further enhanced when an advertisement for a Volvo S12 includes a license plate with the numbers 2 and 6. The operands 2 and 6 make 12 more familiar because they encourage the subconscious generation of the number 12.

Marketing Power: “The Sources and Consequences of the Fluent Processing of Numbers”

Image by Arlo Bates

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