Where You Say It Matters: How Product Package Ads Increase Message Believability

When consumers perceive information as psychologically closer to them they find it more believable. We find that consumers perceive product information on a package as closer than in an advertisement and, thus, the same message is more believable and results in higher purchase intent when on package versus in advertisement.


Claudia Townsend, Tatiana Fajardo, and Juliano Laran (2012) ,"Where You Say It Matters: How Product Package Ads Increase Message Believability", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 308-312.


Claudia Townsend, University of Miami, USA
Tatiana Fajardo, University of Miami, USA
Juliano Laran, University of Miami, USA


NA - Advances in Consumer Research Volume 40 | 2012

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