Does Writing Different Numerical Notations On The Label Of Non-Discounting E-Commerce Products Affect People’s Purchasing Behavior?

Boaz Keysar’s Study on the Effect of Foreign Language on Decision Making: The study by Professor Boaz Keysar showed that using a foreign language can reduce decision-making biases and increase cognitive and emotional distance. This is because people are less influenced by biases when they are using a foreign language, leading to more systematic decision making. This concept was demonstrated through experiments that showed that the framing effect disappears when choices are presented in a foreign tongue. Additionally, using a foreign language reduces loss aversion, increasing the acceptance of both hypothetical and real bets with positive expected value.

Our Experiment: In light of Professor Keysar’s findings, we decided to expand on our previous experiment that focused on the effect of Persian vs. English numbers in discounting products on individuals’ purchasing behavior. In this new experiment, we focused on the effect of Persian vs. English numbers on non-discounting e-commerce products and their impact on people’s purchasing behavior. We conducted the experiment on Hosseini Brothers’ website, which sells nuts and identical products, and collected data from about 200 people. Our results showed that using Persian numbers reduced the amount of online purchasing, suggesting that people pay more attention and severity to Persian notations compared to English notations.

In our previous experiment at Ofogh-e-Kurosh Chain Stores, we found that the use of English numbers in discount labels led to a decrease in individuals’ purchasing behavior. This can be attributed to the increased cognitive load caused by the use of a foreign language and unfamiliar numerical notations. The results showed that people paid more attention to Persian numbers, and the effect of the discount was reduced when presented in English. This highlights the importance of considering language and numerical notations in marketing strategies, as they can significantly impact consumer behavior. Our findings suggest that using familiar and culturally relevant notations, such as Persian numbers, can enhance the effectiveness of discount promotions and ultimately drive sales.