Numbers Are Gendered: The Role of Numerical Precision
Numbers Are Gendered: The Role of Numerical Precision
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DOI：
10.1093/jcr/ucw020
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发表时间：
2016-08
影响因子：
7.2
通讯作者：
Dengfeng Yan
中科院分区：
文献类型：
--
作者：
Dengfeng Yan
营销传播通常包含可以或多或少精确表达的数字信息。早期的研究已经确定了消费者对精确数字和整数的不同反应。本研究试图通过引入新的理论视角来丰富这一文献。根据数字认知文献中的最新发现，这项工作提出，个体将性别意义投射到精确的数字与圆形数字上，精确的数字相对于圆形数字更男性化。七项研究为这一命题提供了一致的证据，并证明了其营销意义。研究1，2和3，采用不同的方法，表明参与者订阅这种精确的男性气质的直觉，在隐式和显式水平。研究4通过向参与者提供精确度与女性气质有关的例子来抑制这种效应。基于这些发现，随后的研究表明，当产品或属性被定位为男性（女性）时，使用精确（四舍五入）数字的营销传播会导致更有利的评价。
Marketing communications often contain numerical information that can be expressed more or less precisely. Earlier research has identified a number of ways in which consumers respond differently to precise versus round numbers. The current research attempts to enrich this literature by introducing a new theoretical perspective. Drawing on recent findings in the numerical cognition literature, this work proposes that individuals project gendered meanings to precise versus round numbers, with precise numbers seen as more masculine relative to round ones. Seven studies provided convergent evidence for this proposition and demonstrated its marketing implications. Studies 1, 2, and 3, employing various approaches, show that participants do subscribe to this precision-masculinity intuition, at both implicit and explicit levels. Study 4 suppresses this effect by priming participants with examples where precision is connected to femininity. Building on these findings, subsequent studies demonstrate that marketing communications using precise (round) numbers lead to more favorable evaluations when the products or attributes are positioned as masculine (feminine).