Category: Technical Reports

Technical Report: Multiplicative versus Ratio Comparisons

ABSTRACT Claims such as “Our product whitens teeth twice as well as product X!” abound in advertising. Such claims have traditionally been viewed as statements regarding ratios of product performances and have been treated accordingly. In previous technical reports, we…

Technical Report: Conditional Ratio Statements

ABSTRACT “Our product is 5 times more effective at reducing malodor than Brand X!” is a ratio statement with powerful consumer take-away. More generally, a ratio claim involves any statement meant to indicate that one product is superior to another…