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 More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge

Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.