Are Numbers or Units More Important? The Moderating Role of Color

doi:10.16719/j.cnki.1671-6981.20250115

Abstract

Abstract: People often need to evaluate and make decisions based on quantitative information. Exploring effective ways to present quantitative information is crucial for enhancing the marketing effectiveness of advertisements and the persuasive role of public propaganda. Previous research has demonstrated that manipulating construal levels can alter individuals’ attention toward units or numerical information. Still, little attention has been paid to how to combine color design to enhance the persuasiveness of quantity information representation. Therefore, this study aims to explore the impact of numbers and units on quantity information evaluation and related behaviors under different color backgrounds (black and white or color) through two pretests and three experiments.
Pretest 1 examined the impact of different colors on construal levels using the Behavior Identification Form (BIF). Pretest 2 measured the relationship between unit/numerical information and construal level. Experiment 1 employed a 2 (color: black-and-white vs. color) × 2 (unit: small vs. large) between-subjects design, using a building construction background to investigate the impact of units on evaluating quantity information in black-and-white or color backgrounds. Experiments 2a and 2b were conducted in an experimental consumer decision-making scenario, using two different methods to measure consumer behavior (Experiment 2a: purchase intentions; Experiment 2b: willingness to pay), to investigate whether color and units, based on their impact on the perception of quantity information differences, would further influence consumer behavior and to test the robustness of the research findings.
Two pretests showed that black-and-white images led to a higher construal level compared to color images, and units were associated with a higher construal level compared to numerical information. Pretests showed that both color and number were related to low construal levels, and both black-and-white and unit were related to high construal levels. Additionally, the research demonstrated that the color background could moderate the quantity effect of quantitative information presentation. In the black-and-white background, individuals paid more attention to units. A large unit compared to a small unit led to a greater perceived quantity difference (Experiment 1), a stronger purchase intention (Experiment 2a), and a higher willingness to pay for a larger table (Experiment 2b). In the colored background, individuals paid more attention to numerical information, which in turn affected the perceived quantity difference and willingness to pay.
In summary, this study explored the representational effects of quantitative information in different color conditions based on the construal level theory, extending various fields such as research on color aftereffects and factors regulating the effectiveness of quantitative information representation. Particularly, this article offers a new perspective on recent research that suggests that different color background cues can affect the importance of units in quantitative information representation. As color is a ubiquitous visual stimulus in daily life, this research will help to provide appropriate presentation methods for quantitative information in combination with color backgrounds, thereby enhancing the practical effectiveness of decision-making facilitation strategies. From a consumer management perspective, when consumers compare quantitative attributes, color and unit may play a role, further influencing consumer choices. In addition to color background, future studies can explore the impact of construal levels on the evaluation of quantitative information from factors such as temperature, self-control depletion, and emotion.

Key words: color, numerosity effect, unit effect, construal level theory

摘要： 数量信息由具体数字和表明其本质的单位构成,研究通过2个预研究和3个实验旨在基于解释水平理论探讨不同颜色（黑白或彩色）背景下数字与单位信息在数量信息评估中的相对优势及其对随后选择偏好的影响。结果发现,颜色会调节数量信息判断过程中的数字效应与单位效应,进而影响其选择偏好。具体而言,个体在彩色条件下会更关注数字信息,表现为数字效应;在黑白条件下则会更关注单位信息,表现为单位效应。这可能因为不同颜色条件下个体的解释水平（黑白-高解释水平、彩色-低解释水平）会发生变化,进而影响了其对数字与单位的关注程度,从而表现出不同的数量效应。

关键词: 颜色, 数字效应, 单位效应, 解释水平理论

Li Xiaoming, Zhou Huiwen, Su Jingyi, Meng Yuan. Are Numbers or Units More Important? The Moderating Role of Color[J]. Journal of Psychological Science, 2025, 48(1): 153-163.

李晓明, 周慧雯, 苏静怡, 孟员. 数字还是单位更重要：颜色的调节作用^*[J]. 心理科学, 2025, 48(1): 153-163.

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