Imagine being told that a product’s battery lasts 125% longer than a competitor’s battery. Sounds good. But for many people, there’s a good chance they will greatly underestimate how much better that really is.
Companies, of course, frequently use percentages to convey information to consumers. But a recent study found that many consumers wildly miscalculate what those percentages mean, especially when the percentages are greater than a hundred.
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Manufacturers, spurred in part by sustainability concerns, are removing the water in shampoos and lotions, and selling them as powders.
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