Dan Gilbert: The Psychology of Numbers
Via Dan Gilbert @ NYT
The sound a number makes can influence our decisions about it. In a recent study, one group was shown an ad for an ice-cream scoop that was priced at $7.66, while another was shown an ad for a $7.22 scoop. The lower price is the better deal, of course, but the higher price (with its silky s’s) makes a smaller sound than the lower price (with its rattling t’s).
And because small sounds usually name small things, shoppers who were offered the scoop at the higher but whispery price of $7.66 were more likely to buy it than those offered the noisier price of $7.22 — but only if they’d been asked to say the price aloud.
The magic that magic numbers do is all too often black. They hold special significance for terrestrial mammals with hands and watches, but they mean nothing to streptococcus or the value of Google. Which is why we should be suspicious when the steps to sobriety correspond to a half turn of our planet, when the eternal commandments of God correspond to the architecture of our paws and when the habits of highly effective people — and highly trained doctors — correspond to the whims of a dead emperor.