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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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