Ironic Effects of Warnings

We illustrate that warnings associated with products that promise alluring benefits, can ironically enhance distant appeals (e.g., future-related, or viewed-a-priori) of these products. Four studies consistently demonstrate this phenomenon, provide clues about its causes, and illustrate an effect on actual purchases. We conclude by discussing disconcerting implications of this effect



Citation:

Yael Steinhart, Ziv Carmon, and Yaacov Trope (2013) ,"Ironic Effects of Warnings", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 115-115.

Authors

Yael Steinhart, Tel Aviv University, Israel
Ziv Carmon, INSEAD, Singapore
Yaacov Trope, New York University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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