More Than Just a Number: the Negative Effect of 100% Claims
We find that consumers evaluate products less favorably when those products carry a pseudo-informative 100% claim (e.g., “100% juice”), as compared with a 99%, a non-numerical claim, or even a 101% claim. This effect is triggered by a focus on the symbolism of “100%” rather than on numerical information.
Citation:
Nira Munichor and Liat Levontin (2018) ,"More Than Just a Number: the Negative Effect of 100% Claims", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 715-716.
Authors
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio
Featured
Show Me More! Powerlessness Drives Variety Seeking
Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA
Featured
“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions
Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA