Would you prefer to win $30K or $30,000?
How we communicate a number is as important as what the number is.
In this case, a pet food brand is promoting a $30K giveaway.
But theyโve failed to optimise theimpact of the ad in two ways.
First, they should have represented it as $30,000.00.
Why?
When we add digits, commas and decimals, it takes longer to recite the number in our minds, and we create the impression that the number is B-I-G.
Second, see how small the dollar sign is?
Dollar signs remind us that money is involved. If youโre charging people itโs something you would want to diminish, but in this case, a fully fledged $ would have been more enticing.
Refs: Coulter, Choi & Monroe (2012); Yang, Kimes & Sessarego (2009)
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