Data of studies 1 through 4

The results of the four studies suggest that pseudo-relevant 100% claims produce lower evaluations of products and their customers and lower consumption intentions than do similar claims that include adjacent percentages or no numerical terms. Our findings suggest that consumers pick up on the meaninglessness of the promise of perfection that is implied by the term “100%” in pseudo-relevant 100% claims, which causes them to perceive the product as less appealing.