Numbers Speak Louder When They Are Larger: The Impact of Font Size on the Persuasiveness of Numerical Stimuli in Advertising

ABSTRACT Numbers are pervasive in marketing communications. This research, encompassing four studies involving real behavior, demonstrates that increasing the font size of numerical information in advertisements enhances message strength perception, thereby increasing advertisement persuasiveness. This effect manifests through various outcomes, including heightened perceptions of price affordability, superior product performance, and efficacy, contingent on the specific numerical context. Moreover, the font size effect is attenuated when the advertisement inherently conveys a strong message. For instance, when numerical content is related to quality information, brand strength alone can indicate product quality, rendering the font size less influential, as consumers infer high quality from the strong brand itself. By uncovering the influence of font size on numerical stimuli in advertisements, this research provides valuable theoretical insights and practical implications for marketing strategy.