Not Just a Number: the Effect of 100% Claims on Consumers
We find that participants evaluate products less favorably when those products carry a pseudo-informative 100% claim (e.g., “100% juice”), as compared with a 99% or non-numerical claim, or even a 101% claim. This effect is triggered by enhanced focus on the symbolism of “100%” and decreased reliance on numerical information.
Nira Munichor and Liat Levontin (2018) ,"Not Just a Number: the Effect of 100% Claims on Consumers", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 9-13.
Nira Munichor, Bar-Ilan University, Israel
Liat Levontin, Technion, Israel Institute of Technology, Israel
E - European Advances in Consumer Research Volume 11 | 2018
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