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

Isaac, Mathew ; Konya-Baumbach, Elisa

Document Type: Conference presentation
Year of publication: 2022
Conference title: SCP 2022 Annual Conference : Society for Consumer Psychology
Location of the conference venue: Online
Date of the conference: 03.-05.05.2022
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 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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BASE: Isaac, Mathew ; Konya-Baumbach, Elisa

Google Scholar: Isaac, Mathew ; Konya-Baumbach, Elisa

ORCID: Isaac, Mathew ; Konya-Baumbach, Elisa ORCID: 0000-0002-7990-8542

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