Why Do You Think They Do That? Consumer Elaboration in the Detection of Manipulative Intent and Its Consequences on Product Judgments

Robert Madrigal, University of Oregon, USA
Catherine Armstrong-Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA
The research explores the effectiveness of consumer elaboration of marketers’ manipulative intent. Three empirical studies demonstrate that educating consumers about a deception tactic is not sufficient. To detect unfair manipulative intent, consumers must engage System 2 processing by elaborating on why it is being used in a product claim.
[ to cite ]:
Robert Madrigal, Catherine Armstrong-Soule, and Leslie Koppenhafer (2013) ,"Why Do You Think They Do That? Consumer Elaboration in the Detection of Manipulative Intent and Its Consequences on Product Judgments", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.