伪相关100%索赔的效果

Nira Munichor, Liat Levontin
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引用次数: 0

摘要

“100%”代表完美。因此,毫不奇怪,营销人员相信含有这个词的声明(例如,“100%有机”)可以使产品更有吸引力。这种直觉反映在广泛使用100%的声明来描述产品的质量。我们将讨论如何使用“100%”一词来创造一种完美的说法,这种说法似乎提供了有关产品益处的有意义的信息(例如,“100%果汁”)。这些所谓的“100%伪相关”声称,看似与手头的判断相关,但实际上与判断无关,可能会误导消费者对焦点产品做出毫无根据的积极假设。三项研究调查了消费者对100%伪相关声明的反应。我们的研究结果表明,与包含相邻百分比或没有数字条款的类似声明相比,伪相关的100%声明导致更低的产品评价和消费意愿。有趣的是,他们还指出了对产品客户评价的溢出效应。我们的研究结果表明,消费者会发现,在伪相关的100%声明中,“100%”一词所暗示的完美承诺毫无意义,这导致他们认为产品不那么吸引人。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effects of pseudo-relevant 100% claims
The term “100%” represents perfection. Thus, it is not surprising that marketers believe that claims that contain this term (e.g., “100% organic”) can make products more appealing. This intuition is reflected in the extensive use of 100% claims to describe products' qualities. We discuss how the term 100% can be used to create a claim about perfection that seems to, but does not, provide meaningful information about a product's benefits (e.g., “100% juice”). By appearing to be, but actually not being, relevant to the judgment at hand, these so-called pseudo-relevant 100% claims may mislead consumers into making baseless positive assumptions regarding the focal product. Three studies examine how consumers respond to pseudo-relevant 100% claims. Our results suggest that pseudo-relevant 100% claims lead to lower product evaluations and consumption intentions than similar claims that include adjacent percentages or no numerical terms. Interestingly, they also suggest spillover effects onto evaluations of the products' customers. Our findings show that consumers pick up on the meaninglessness of the promise of perfection implied by the term “100%” in pseudo-relevant 100% claims, which causes them to perceive the product as less appealing.
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