Top 10 Or #10?: How Positional Inferences Influence the Effectiveness of Category Membership Claims

Mathew S. Isaac, Northwestern University, USA
Kent Grayson, Northwestern University, USA
Marketers often highlight their product’s inclusion in an elite ranked list at the category level (e.g., “top 10”) in order to bolster product evaluations. I show that disclosing a product’s membership in a ranked list can sometimes backfire on marketers and lead to less favorable evaluations. This result has important implications for research on numerical cognition and categorization.
[ to cite ]:
Mathew S. Isaac and Kent Grayson (2011) ,"Top 10 Or #10?: How Positional Inferences Influence the Effectiveness of Category Membership Claims", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.