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Do clinical efficacy tests make sense?
I mean efficacy testing and specific numbers that can be used in marketing claims, like 50% less wrinkles, 40% more hydration, etc. They seem a bit archaic to me, I don’t know if they still impress customers. On the other hand, companies still conduct them, so they must bring some benefits? What do you think?
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1 Reply
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Numerical claims are effective at getting people to buy products. They provide “anchoring” and (usually falsely) give people a way to compare products without testing them.
So, if you see a product that claims “50% less wrinkles” and one on the shelf next to it says “60% less wrinkles” you will automatically think that the 60% one is better. Now, if you think further you might be able to reject that but the initial thought is that more is better.
Pricing is the same way. People assume a higher price means a better product. That’s why some brands can thrive at $200 for 2 oz of product. Even people who can’t afford the product just assume they are better.
Bigger numbers = better products
There is the interesting case of the 1/3 lb burger. A&W started offering a 1/3 lb burger at the same price as everyone else’s 1/4 burger. They thought giving people more meat would be a win. It wasn’t doing well. In focus groups people wondered why they should spend the same amount for LESS meat. People erroneously believed that 1/4 was bigger than 1/3.
https://awrestaurants.com/blog/aw-third-pound-burger-fractions
People are just swayed by numbers.
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