The Minimal Deviation Effect: Numbers Just above a Categorical Boundary Enhance Consumer Desire

The present research introduces the minimal deviation effect. We propose that numbers that are slightly above a numerical category boundary (e.g., 1,001 in comparison to 1,000), representing a salient violation of coherent numerical categories, are arousal-inducing, and that the heightened arousal can be misattributed to the incentive value of the focal product, thus increasing consumers’ wanting but not liking. Results from nine experiments provide converging evidence to support our proposition. Specifically, we show that consumers are more likely to choose and willing to pay more for products associated with a number with minimal deviation from a categorical border, regardless of whether the number represents product quantity, brand name, or model series. Moreover, we find that the minimal deviation effect diminishes when people are already aroused or when they attribute the arousal to other sources. Finally, we demonstrate that the effect can be reversed when minimal deviation is embedded in certain attribute dimensions (e.g., price), shedding more light on the circumstances under which the minimal deviation effect will occur.