The Role of Alternative Causes and Disabling Conditions on Consumers’ Acceptance of Product Claims.

Elise Chandon, Virginia Polytechnic Institute and State University, USA
Chris Janiszewski , University of Florida, USA
The believability of a product claim depends on the consumer’s ability to generate disabling conditions (i.e., other events that could block a cause from having its effect) and alternative causes (i.e., other events that could cause the outcome). Framing a product as the solution to a problem versus as a way to prevent a problem influences a consumer’s ability to generate disabling conditions and alternative causes. Hence, certain types of arguments are more or less supportive of claims made about products that solve problems versus prevent problems.
[ to cite ]:
Elise Chandon and Chris Janiszewski (2009) ,"The Role of Alternative Causes and Disabling Conditions on Consumers’ Acceptance of Product Claims.", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 561-562.