Effects of Absence Positioning of Unknown Product Ingredients on Consumer Evaluations

We investigated effectiveness of promoting unknown ingredients either with presence or absence positioning (e.g. Secret® deodorant claims it includes “aluminum chlorohydrate” while Crystal® says “no aluminum chlorohydrate”). Our results show that consumers have more positive evaluations for absence positioning than presence positioning and this effect is mediated by protection-related goals.


Ahmet Hattat, Tim Ozcan, and Michael Hair (2018) ,"Effects of Absence Positioning of Unknown Product Ingredients on Consumer Evaluations", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 146-147.


Ahmet Hattat, University of Rhode Island, USA
Tim Ozcan, Rollins College, USA
Michael Hair, Southern Illinois University Edwardsville, USA


E - European Advances in Consumer Research Volume 11 | 2018

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