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
O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance
Xiaoyin YE, Xiamen University
Jun YE, Xiamen University
Featured
L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List
Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA
Featured
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France