Researchers at University of Texas-Rio Grande Valley and University of the Thai Chamber of Commerce find that the sequence of elements within those statements is itself an instance of cause-and-effect. Presentation of the brand name and then the result of use in alphabetical order produces greater trust in the claim than if the elements are presented in reverse order. It’s not a gigantic effect, but it does make a difference.
Consumers were presented twenty statements, ten of which had the two elements in alphabetical order (“Bicanyl treats Fever,” “A-100 burns Clean”) and ten of which had the two elements in the reverse of alphabetical order (“Picanyl treats Fever,” “E-100 burns Clean.”) The consumers were asked to rate the likely truthfulness of each statement.
As predicted by the researchers, the alphabetical-order statements received higher ratings. A follow-on study concluded this was because those statements were easier to mentally process. The fluency of a familiar order generates additional trust.
Consumer familiarity with sequence goes beyond alphabetical. Which of these two numerical element orders do you think is more attractive to shoppers?
- $29.99 for 70 rolls
- 70 rolls for $29.99
It’s the second one. When per unit calculation is challenging, as in 70 rolls for $29.99, shoppers pay more attention to the first number. A quantity of 70 seems like a lot. A price of $29.99 is high enough to justify a second thought. In order, the appeal of the 70 outweighs the pain of the $29.99, making “70 rolls for $29.99” the more attractive phrasing.
However, another reason for the superiority of the second alternative is that “quantity for price” is a format more familiar to shoppers.
The effect also applies to image elements. When a product or service claim includes before & after photos, we’d expect the before picture to be to the left of the after picture.
The “we” in these instances would consist of consumers who read from left to right. In a study at New York University, University of Pittsburgh, and Duke University, calorie count information on menus influenced food choices more when the calorie count appeared to the left instead of the right of the food item’s name. But the effect was reversed among Hebrew speakers.
However, another reason for the superiority of the second alternative is that “quantity for price” is a format more familiar to shoppers.
The effect also applies to image elements. When a product or service claim includes before & after photos, we’d expect the before picture to be to the left of the after picture.
The “we” in these instances would consist of consumers who read from left to right. In a study at New York University, University of Pittsburgh, and Duke University, calorie count information on menus influenced food choices more when the calorie count appeared to the left instead of the right of the food item’s name. But the effect was reversed among Hebrew speakers.
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Put Large Quantity Before Odd Price 
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