Effects of a Bristol Windows Advertisement with an “Up To” Savings Claim on Consumer Take-Away and Beliefs

Authors:
Manoj Hastak, Ph.D. and Dennis Murphy, Ph.D.

An FTC-commissioned study indicating that when marketers use the phrase "up to" in claims about their products, many consumers are likely to believe that they will achieve the maximum "up to" results. The study describes what a test group of consumers thought about ads for replacement home windows that purportedly would provide "up to 47%" savings in energy costs.