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.
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.
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
NA - Advances in Consumer Research Volume 46 | 2018
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