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

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

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.