Revisiting attribute framing: The impact of number roundedness on framing

We compare the impact of round and non-round numbers used in a communication message on consumers’ evaluations and judgments towards the associated target entity. We find that the use of non-round numbers, in contrast to round numbers, in a message frame results in increased attention to numerical values, which further leads to a comparison of the associated measures with ideal reference points. This leads to an increased framing effect in the...