Specific Number Bias

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Which coaster makes Guinness seem like the ‘𝘱𝘦𝘳𝘧𝘦𝘤𝘵 𝘱𝘪𝘯𝘵’?

That’s what Schindler¹ (Rutgers University) and Yalch (University of Washington) studied in 2006.

They showed participants ads that used specific numbers, for example:

• “It takes 119.5 seconds to pour the perfect pint.”

Vs. rounded numbers:

• “It takes 2 minutes to pour the perfect pint.”

Turns out, claims made using 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐧𝐮𝐦𝐛𝐞𝐫𝐬 are perceived to be 10% 𝐦𝐨𝐫𝐞 𝐛𝐞𝐥𝐢𝐞𝐯𝐚𝐛𝐥𝐞.

By pointing out that it takes exactly 119.5 seconds to pour, Guinness makes their “Perfect Pint” claim more believable

Guinness are hardly the first to try this; dozens of companies use specificity in their claims. 👇

Heinz stated they make 57 varieties of sauce.

Burger King has been grilling since 1964.

WD-40 is named as such because it's the 40th iteration of the product.

Dyson created 5,127 prototypes before mastering the vacuum.

But my favourite example of specificity in marketing is this from Itsu.

All these companies know that specificity boosts trust.

Perhaps that’s one reason why Guinness is now Britain’s favourite pint.

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Hope you're all well! I'm working hard on something exciting. — Phill ​