Mind the Gap: How Smaller Numerical Differences Can Increase Product Attractiveness

Consumers often encounter product-related numerical information, such as attribute ratings and version numbers. This research demonstrates that a smaller (compared to a larger) numerical difference can increase perceived improvement and enhance product appeal. We find that when a product’s version number or rating changes from a decimal number to an integer (e.g., 2.4 to 3), product appeal is enhanced compared to when the change is between two...