Several readers have drawn my attention to this passage in an Op-Ed by Daniel Gilbert, "Magic by Numbers", NYT 10/16/2010:
The hand is not the only part of our anatomy that gives certain numbers their magical powers. The tongue does too. Because of the acoustic properties of our vocal apparatus, some words just sound bigger than others. The back vowels (the “u” in buck) sound bigger than the front vowels (the “i” in sis), and the stops (the “b” in buck) sound bigger than the fricatives (the “s” in sis). As it turns out, in well over 100 languages, the words that denote bigness are made with bigger sounds.
The sound a number makes can influence our decisions about it. In a recent study, one group was shown an ad for an ice-cream scoop that was priced at \$7.66, while another was shown an ad for a \$7.22 scoop. The lower price is the better deal, of course, but the higher price (with its silky s’s) makes a smaller sound than the lower price (with its rattling t’s).
And because small sounds usually name small things, shoppers who were offered the scoop at the higher but whispery price of \$7.66 were more likely to buy it than those offered the noisier price of \$7.22 — but only if they’d been asked to say the price aloud.
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