The Modest Marketer: Do Consumers Ever Assume that Products Last Longer Than Marketers Claim?

Isaac, Mathew; Konya-Baumbach, Elisa (3 March 2022). The Modest Marketer: Do Consumers Ever Assume that Products Last Longer Than Marketers Claim? In: Society for Consumer Psychology Conference 2022. virtual venue. 03.-05.05.2022.

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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).

Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	Business School > Institute for Marketing & Global Management > Marketing Business School
Name:	Isaac, Mathew and Konya-Baumbach, Elisa0000-0002-7990-8542
Language:	English
Submitter:	Elisa Konya-Baumbach
Date Deposited:	27 Mar 2023 14:48
Last Modified:	27 Mar 2023 14:48
Related URLs:	https://myscp.org/
URI:	https://arbor.bfh.ch/id/eprint/18951