10.03이 10보다 여성적인 숫자로 느껴지는가? 정밀성 수준에 따른 한국 소비자의 숫자-성별 지각 연구

초록

Numerical information frequently used in marketing communication can be presented in the form of round numbers (e.g., 10, 500) or precise numbers (e.g., 10.03, 498). Contrary to the findings of Yan (2016), which documented the association between round numbers and femininity, and precise numbers and masculinity among American consumers, the present study showed that this association can be reversed in the case of Korean consumers - that is, round numbers are linked to masculinity and precise numbers are linked to femininity. Study 1, using the Implicit Association Test (IAT), found that Korean consumers unconsciously associate precise numbers with femininity and round numbers with masculinity. Study 2 demonstrated that product information in ads using precise numbers enhanced processing fluency when paired with a female (vs. male) model, which in turn increased the intention to use the product. This study provides theoretical and practical implications, showing that the inherent characteristics of numerical precision can vary depending on cultural context, and that the interaction between the level of numerical precision and gender associations can influence product evaluations.

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