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The modest marketer: Do consumers ever assume that products last longer than marketers claim?
Isaac, Mathew
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Konya-Baumbach, Elisa
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Dokumenttyp:
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Präsentation auf Konferenz
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Erscheinungsjahr:
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2022
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Veranstaltungstitel:
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SCP 2022 Annual Conference : Society for Consumer Psychology
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Veranstaltungsort:
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Online
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Veranstaltungsdatum:
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03.-05.05.2022
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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In contrast to the assumption that marketers' product longevity claims (e.g., “Product X lasts 3 years”) are exaggerated, we identify a condition in which consumers infer these numerical benchmarks to be conservative. Specifically, when repurchase cues are present, consumers assume that marketers have strategically selected a conservative benchmark. In four experiments, we demonstrate the robustness of this modest marketer inference and show that it stems from a sinister presumption about marketer motives (i.e., that marketers seek to hasten unnecessary product replacement) rather than a benign one (i.e., that marketers seek to optimize the product experience of their customers).
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