Digits vs. Words: Why “10” Feels More Trustworthy Than “Ten” to Consumers

The way numbers are presented can make a significant difference.

A recent study looks at the realm of numerical cognition and its impact on consumer behavior.

This research reveals that the simple choice between digits and number words in marketing can influence consumer judgments and behaviors in unexpected ways.

The paper titled “Are ’10 Grams of Protein’ Better than ‘Ten Grams of Protein’? How Digits versus Number Words Influence Consumer Judgments” was authored by Marisabel Romero, Adam W. Craig, Milica Mormann, and Anand Kumar, and was published on May 23, 2024, in the Journal of Consumer Research.

The Number Format Effect

Imagine browsing online for a new protein bar.

You come across two descriptions: one boasting “10 grams of protein” and another “ten grams of protein.”

Which one catches your eye?

According to the research conducted by Marisabel Romero and colleagues, you are more likely to favor the product with “10 grams of protein.” This phenomenon is termed the “number format effect”.

Through a series of six experimental studies, two online ad campaigns, and analysis of a large secondary dataset, the researchers found that digits generally have a more positive influence on consumer behavior compared to number words.

This effect is driven by a psychological mechanism where digits feel “more right” to consumers when presented with numerical information​.

Why Do Digits Feel Right?

The underlying reason for this preference lies in our early experiences and education.

From a young age, we are taught to associate digits with numerical and mathematical operations.

Digits are universally adopted for calculations and are seen as precise and credible​.

This long-standing association makes digits the default and “correct” way to present numerical information.

In contrast, number words, although grammatically correct and sometimes even recommended in writing guidelines, do not evoke the same sense of precision and trust.

This discrepancy is particularly pronounced when the credibility of the information source is low.

In such cases, digits reinforce a sense of trustworthiness and accuracy that number words fail to provide.

Implications for Marketers and Policymakers

For marketers, the implications of these findings are significant.

When crafting advertisements, product descriptions, or any consumer-facing communication that involves numbers, opting for digits can enhance the effectiveness of the message.

This subtle tweak can lead to higher click-through rates, better consumer engagement, and ultimately, improved sales​.

In one of the studies, a Facebook ad campaign for a local retailer showed that ads featuring digits (“5 hours”) had a significantly higher click-through rate than those with number words (“five hours”).

This suggests that the number format effect can directly translate into real-world marketing success.

Policymakers, too, can benefit from these insights.

When disseminating public health information or other critical data, presenting numerical information in digits can enhance the perceived credibility and effectiveness of the communication.

This is particularly crucial in situations where the source may not have established trust with the audience​.

Looking Forward

This research opens the door to further exploration into how subtle changes in communication can influence consumer behavior.

Future studies could examine other contexts where the number format effect might play a role, such as pricing, nutritional labeling, and even digital interfaces.

In conclusion, while “10 grams of protein” and “ten grams of protein” may seem interchangeable, the former is more likely to resonate with consumers, driving engagement and influencing decisions.

As our digital interactions become increasingly nuanced, understanding and leveraging these small yet impactful differences can lead to better outcomes for businesses and consumers alike.