The Role of Alternative Causes and Disabling Conditions on Consumers’ Acceptance of Product Claims.
The believability of a product claim depends on the consumer’s ability to generate disabling conditions (i.e., other events that could block a cause from having its effect) and alternative causes (i.e., other events that could cause the outcome). Framing a product as the solution to a problem versus as a way to prevent a problem influences a consumer’s ability to generate disabling conditions and alternative causes. Hence, certain types of arguments are more or less supportive of claims made about products that solve problems versus prevent problems.
Elise Chandon and Chris Janiszewski (2009) ,"The Role of Alternative Causes and Disabling Conditions on Consumers’ Acceptance of Product Claims.", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 561-562.
Elise Chandon, Virginia Polytechnic Institute and State University, USA
Chris Janiszewski , University of Florida, USA
NA - Advances in Consumer Research Volume 36 | 2009
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