The Unexpected Implications of Product Descriptors on Product Perceptions

Ernest Baskin, Saint Joseph's University, USA
Peggy Liu, University of Pittsburgh, USA
Meaningless descriptors make products seem more expensive by increasing uncertain about the product’s characteristics, which leads consumers to assume the product is a more exceptional (i.e., special, unique, fancy) one. Additionally, in the case of food products, the uncertainty increases the risks associated with consumption, decreasing perceptions of anticipated taste.
[ to cite ]:
Ernest Baskin and Peggy Liu (2017) ,"The Unexpected Implications of Product Descriptors on Product Perceptions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 47-51.