EXPRESS: When Consumers Prefer Point Versus Range Estimates of Product Performance

Product performance claims play an important role in shaping consumers’ purchase decisions. Through six preregistered studies, including one field study, the authors demonstrate that consumers’ preferences for point versus range performance estimates in common comparative purchase settings depend on whether their attention is directed toward the content of the claim or the manner of its presentation. At baseline, consumers focus on what information is communicated and prefer point over range estimates because point estimates convey greater certainty about the expected performance outcome. When consumers’ persuasion knowledge is activated, however, their attention shifts toward how information is communicated. In this mode, the format of the claim, rather than the stated performance figures, becomes relatively more informative: range estimates signal brand transparency by acknowledging the natural variability of real-world performance, enhancing perceived trustworthiness and reversing consumer preference. These effects are attenuated when products are evaluated in isolation rather than compared side by side. Collectively, these findings inform both theory and practice by revealing when and why consumers prefer point versus range estimates of product performance.

• 저널Journal of Marketing Research
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1177/00222437261490921
• 저자Amin Shiri, Felipe M. Affonso, Keith Wilcox