Two Essays on Repeating Digits in Product Information

PhD Candidate Jintao Zhang of the marketing department will be defending his dissertation, “Two Essays on Repeating Digits in Product Information,” on June 2, 2023.

The time and location of his dissertation defense is 9–10:30 a.m., GHall 501.

Many thanks to Zhang’s dissertation committee:

• Committee Chair: Rajneesh Suri – Professor of Marketing – Drexel University
• Committee Co-Chair: Chen Wang – Associate Professor of Marketing – Drexel University
• Committee Member Yanliu Huang – Associate Professor of Marketing – Drexel University
• Committee Member: Jillian Hmurovic – Assistant Professor of Marketing – Drexel University
• Committee Member: Haipeng (Allan) Chen – Professor, Gatton Endowed Chair in Marketing, and University Research Professor – University of Kentucky

Abstract:
Numerical information is abundant and plays a crucial role in consumers’ purchasing decisions. Factors such as price, units, discounts, warranties, calories, and duration significantly impact product evaluations and choices by conveying numerical data. This dissertation explores the influence of a specific type of numerical information—repeated number digits—on consumers’ judgments and decision-making. Essay 1 investigates the impact of repeating number digits in price information and product descriptions within a bundle context. When offering a price bundling promotion, identical price digits that match the bundle quantity (e.g., 2 for $22.22) can enhance consumers’ liking of the price and their intention to purchase. Fluency, the ease of calculating unit prices and processing numerical information, serves as the underlying mechanism for this effect. Additionally, this essay explores the role of math anxiety—an individual characteristic known to influence consumers’ purchase decisions when dealing with numbers—and examines how it moderates the effect of repeated digits in a price bundling context. Essay 2 delves deeper into the underlying mechanism in the context of a single product or service. It examines the impact of repeated number digits in product descriptions and price information (e.g., 2-year warranty, 2 color choices, 2-day delivery, price at $22.22) on consumers’ evaluations. Repeated digits (vs. unrepeated digits) increase consumers’ liking of the price and purchase intentions. This effect can be attributed to 1) enhanced conceptual fluency when digits are repeated in price information alone and 2) improved perceptual fluency when digits are repeated in both product descriptions and price information. The essay also provides evidence from various product categories and contexts, identifying consumer persuasion knowledge as a key moderator that attenuates the effect of repeated digits in price information and product descriptions. Furthermore, it demonstrates how retailers can employ this strategy to boost sales volume. The dissertation concludes with managerial implications and suggestions for future research opportunities.