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中文摘要：
数字效应研究显示人们往往将大的数字与大的数量联系起来，因此，数量信息所使用的单位会对消费者的感知、偏好以及选择等产生重要影响。本文通过对有关数字效应的典型研究成果的回顾，梳理和总结了数字效应对消费者行为各方面的影响，分析了数字效应产生的原因，并讨论了影响数字效应强弱的情境因素与个人因素，最后就未来的研究方向做了进一步讨论。
英文摘要：
Numerosity effect research shows that people often relate great quantity with large numbers,so units used to specify quantity information have important effects on consumers＇ perception,preferences, choices and other judgments. Through a review of classical numerosity effect research, this paper sorts out and summarizes its influences on consumer behavior and the reasons for its emergence. Then it discusses situational and individual factors influencing the numerosity effect. Finally it further talks over future research directions.
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