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


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.


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


E - European Advances in Consumer Research Volume 10 | 2013

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