Reputable Brand Names Can Improve Product Efficacy

Moty Amar, Ono Academic College & Duke University, USA
Dan Ariely, Duke University, USA
Maya Bar-Hillel, The Hebrew University, Israel
Ziv Carmon, Chezy Ofir, INSEAD, France; The Hebrew University, Israel
Otherwise identical consumer products performed better when they carried more prestigious brand-names: when target products bore more reputable brands, titanium frames were lighter, sunglasses helped see better when facing glaring light, ear-muffs enabled better hearing despite strong background noise, and chamomile tea improved mental focus more.
[ to cite ]:
Moty Amar, Dan Ariely, Maya Bar-Hillel, and Ziv Carmon, Chezy Ofir (2011) ,"Reputable Brand Names Can Improve Product Efficacy", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.