| JANUARY 20, 2012 Friday |
| Be More Credible by Stating Your Promise in Fine-Grained Numbers |
| Research participants predicted that a battery touted to last up to "two hours" would function for just 89 minutes, but they believed, on average, that a battery with life up to "120 minutes" would last 106 minutes, say doctoral candidate Y. Charles Zhang and Norbert Schwarz of the University of Michigan. Consumers are more likely to believe that a company or product will deliver on its promise when the promise is conveyed in fine-grained rather than coarse units, the researchers say. |
| Source: How and Why 1 Year Differs from 365 Days: A Conversational Logic Analysis of Inferences from the Granularity of Quantitative Expressions |
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