Lasting performance: Round numbers activate associations of stability and increase perceived length of product benefits

Consumers prefer products that deliver benefits for a longer time. For instance, caffeinated drinks are consumed for energy, but the key characteristic that performs this benefit—caffeine—tends to wear off in its effects. How can marketers communicate the lasting performance of product characteristics? This work proposes that numbers used in conveying product characteristics—round (200 mg) or precise (203 mg)—influence consumers' perception of...