Much Ado About Nothing: Avoiding Products Because of the Negative Impressions They Never Create

Laurence Ashworth, Queen's University, Canada
Maggie Matear, Queen's University, Canada
The current work demonstrated that consumers’ desire to avoid creating a particular impression exerted an important influence on their attitudes and ultimately their willingness to pay for a product. Consumers considerably overestimated the impact of product usage on the impressions they created though. Both men and women thought the use of a feminine colored product would affect others’ impressions, although only men thought this would lead to a negative impression. In contrast, impressions of another person were not affected by the color of the product, suggesting that concerns that products will create a negative impression are sometimes unwarranted.
[ to cite ]:
Laurence Ashworth and Maggie Matear (2008) ,"Much Ado About Nothing: Avoiding Products Because of the Negative Impressions They Never Create", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 982-982.