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The magic behind product numbers

Consumers love brand names containing numbers, and marketers know it: Levi's 501s, Heinz 57, 2000 Flushes, WD-40, iPhone 4, Windows 7 and on and on.But is there a science behind the numbers? Do certain numbers resonate better with shoppers?We like numbers that we encounter more often and numbers that are sums and products that are more frequently generated — think smaller numbers such as 1, 2 an
Levi's 501 jeans succeed despite the nonfluent numbers in the brand name, says professor Dan King of the National University of Singapore.
Levi's 501 jeans succeed despite the nonfluent numbers in the brand name, says professor Dan King of the National University of Singapore.Paul Sakuma / AP / Today

Consumers love brand names containing numbers, and marketers know it: Levi's 501s, Heinz 57, 2000 Flushes, WD-40, iPhone 4, Windows 7 and on and on.

Levi's 501 jeans succeed despite the nonfluent numbers in the brand name, says professor Dan King of the National University of Singapore.
Levi's 501 jeans succeed despite the nonfluent numbers in the brand name, says professor Dan King of the National University of Singapore.Paul Sakuma / AP / Today

But is there a science behind the numbers? Do certain numbers resonate better with shoppers?

We like numbers that we encounter more often and numbers that are sums and products that are more frequently generated — think smaller numbers such as 1, 2 and 3, and rounded numbers such as 10, 100 and 1,000, according to new research published in the Journal of Marketing Research.

To test these theories, researchers Dan King of the National University of Singapore and Chris Janiszewski of the University of Florida queried study participants about their preference for certain brand names. In one experiment, after viewing ads for tomato juice, participants were asked if they would prefer V8 or Campbell's tomato juice. V8 was the winner. In another, an imaginary anti-dandruft product, Zinc, was liked more when it included a common product number, say Zinc 24. Prime numbers, such as Zinc 31, tended to get the cold shoulder.

"Consumers tend to believe that they have full control over what brands (or any object in general) they like or dislike, and that they are not influenced by irrelevant factors," King said. "Although the influence of numbers is largely benign, consumers need to be aware that there are many non-conscious factors, many of which have nothing to do with the intrinsic quality of the product, that influence their liking for brands."

King plans to study next whether this phenomenon occurs in product pricing. He gives the example of Wal-Mart having some of its prices end in 88, while others end in 87. Would shoppers gravitate to the product with a higher price simply because the subconsciously like the number more?  

What do you think: Do numbers in product names really make a difference? What's your favorite numbered brand?