Abstract
This paper visits the marketers’ assumption and investigates to what extent consumers understand and use numeric information presented in marketing communications. Study 1 demonstrated that less numerate individuals, compared to those higher in numeracy, were less sensitive to numeric information in their affective evaluations of products. Study 2 demonstrated that the majority of participants, especially less numerate individuals, were susceptible to the Illusion-of-Numeric-Truth effect. Study 3 demonstrated that less numerate participants were capable of being more sensitive to numeric information in product claims when they were encouraged to process numeric information more systematically through fluency manipulations.
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