Abstract:  In recent years, researchers have put much focus on the influence of number magnitude and its impact on brands and consumers’ decision making. However, past studies emphasize on number superstition, which cannot provide an integrative explanation on the effect of number magnitude in brand names. In order to close the gap, this research explores how number magnitude in brands impact consumers’ attitudes from an integrative perspective based on the space–time congruity theory. This research proposes that products with big numbers in brand names receive more favorable evaluations than products with small numbers. Last but not least, this research also identifies a boundary condition of the main effect by examining the moderating role of need for cognition. Based on three studies, the authors investigated the influence of number magnitude in brands on consumers’ attitudes. In Study 1, the researchers constructed an integrative model and verified the main effect. Study 2 was conducted by using a 2 (big, small) × 2 (high need for cognition, low need for cognition) between-subjects design to testify the moderating role of need for cognition in the relationship between number magnitude and consumers’ attitudes. Study 3 further examined the theoretical process underlying the main effect by establishing an integrative chain in the causal order of “number magnitude” to “newness perception” to “perceived value” and to “consumers’ attitudes”. The results of the present research are three-fold: to start with, number magnitude in brands will influence consumers’ attitudes. Products with big numbers in brand names receive more favorable evaluations than products with small numbers. Secondly, this research also examined the moderating effect of need for cognition on the relationship between number magnitude and consumers’ attitudes. The results proclaim that the influence of number magnitude in brands is stronger when consumers have low need for cognition (vs. high). This research also verified an integrative model of the proposed hypothesis by constructing a causal chain consisting of number magnitude to newness perception to perceived value to consumers’ attitudes. These findings enrich the theoretical value of alphanumeric brands in three ways: firstly, it focuses on the influence of number magnitude in brands on consumers’ attitudes, which reconciles conflicting research findings in this field. In doing so, this research not only identifies the boundary conditions of consumers’ attitudes for number magnitude, but also exhibits that this effect is stronger when consumers have low need for cognition (vs. high). In conclusion, this research investigates the influence of number magnitude in brands on consumers’ attitudes and provides feasible guidelines and managerial implications for companies to apply the alphanumeric brand strategy effectively.

Key words: alphanumeric brand, number magnitude, space–time congruity theory