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

Isaac, Mathew ; Konya-Baumbach, Elisa

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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: 656-657
Conference title: ACR North American Conference 2019
Location of the conference venue: Atlanta, GA
Date of the conference: 17.-20.10.2019
Publisher: Bagchi, Rajesh
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 > Marketing & Innovation (Kuester 2005-)
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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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