Numbers & Human Psychology

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Magical Numbers: ODD Numbers in Marketing

ODD numbers tend to convert and outperform even numbers in marketing and sales.

Abreena Tompkins, who is a learning specialist recently conducted meta analysis on more than 300 articles about online learning and concluded that grouping information in parcels of three or five can help people absorb information better.

Have you ever noticed how many successful book titles have a number in them? For instance, 7 Habits of Highly Effective People. The 5 Dysfunctions of a Team. The 21 Irrefutable Laws of Leadership. Concrete, specific numbers always seems to appeal to buyers.

Terence Hines of Pace University in the US conducted another experiment that helps explain why we view odd and even numbers differently. He displayed pairs of digits on a screen. These would be both odd, like 1 and 3; both even, like 6 and 8; or one of each, like 1 and 6.

Participants were asked to press a button only when either both digits were even or both digits were odd.

On average it took respondents 20% longer to press the button when both digits were odd. He calls it the “odd effect” — it takes our brains longer to process odd numbers. They are literally more thought-provoking. Source UXDesign



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Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches. Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

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