The crucial role of reference numbers on consumers’ product preferences

Abstract

We examine the role of hexadecimals and duodecimals (i.e., multiples of 16 and 12), which we refer to as reference numbers, on product preferences. First, within the context of inch-pound measurements, we illustrate that the use of reference numbers is disproportionately frequent and are often used in estimations as frequently as the round numbers (i.e., zero- and five-ending numbers). Second, we demonstrate that consumers prefer products with reference number package sizes in inch-pound units and this effect is mediated by the sense of completeness provided by reference numbers. Next, we illustrate how the order of metric vs. inch-pound (i.e., non-metric) package labels can be utilized by manufacturers of multinational brands to manipulate consumer choices. Finally, we examine the role of pricing tactics as a boundary condition. Our findings provide actionable insights for marketers and retailers across a variety of contexts.