The modest marketer: Do consumers ever assume that products last longer than marketers claim?

URL:	https://convention2.allacademic.com/one/acr/acr19/...
Additional URL:	https://www.acrwebsite.org/assets/PDFs/v44-v47%20r...
Document Type:	Conference or workshop publication
Year of publication:	2019
Book title:	ACR North American Conference 2019
The title of a journal, publication series:	Advances in Consumer Research
Volume:	47
Page range:	tba
Conference title:	ACR North American Conference 2019
Location of the conference venue:	Atlanta, GA
Date of the conference:	October 17-20, 2019
Place of publication:	Duluth, MN [u.a.]
Publishing house:	Association for Consumer Research
ISBN:	978-0-915552-80-1
ISSN:	0098-9258
Publication language:	English
Institution:	Business School > ABWL, Marketing & Innovation (Kuester)
Subject:	330 Economics
Abstract:	In contrast to the assumption that marketers’ product longevity claims (e.g., “Product X lasts 4 years”) are exaggerated, we identify a condition where consumers infer these numerical benchmarks to be conservative. Specifically, when repurchase cues are present, consumers assume marketers have strategically selected a conservative benchmark to hasten product replacement.

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Isaac, Mathew ; Konya-Baumbach, Elisa

The modest marketer: Do consumers ever assume that products last longer than marketers claim? Advances in Consumer Research 47 tba In: ACR North American Conference 2019 (2019) Duluth, MN [u.a.] ACR North American Conference 2019 (Atlanta, GA) [Conference or workshop publication]

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ORCID: Isaac, Mathew ; Konya-Baumbach, Elisa

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