The Modest Marketer: Do Consumers Ever Assume That Products Last Longer Than Marketers Claim?
In contrast to the assumption that marketers’ product longevity claims (e.g., “Product X lasts 4 years”) are exaggerated, we identify a condition where consumers infer these numerical benchmarks to be conservative. Specifically, when repurchase cues are present, consumers assume marketers have strategically selected a conservative benchmark to hasten product replacement.
Mathew S. Isaac and Elisa Konya-Baumbach (2019) ,"The Modest Marketer: Do Consumers Ever Assume That Products Last Longer Than Marketers Claim?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 656-657.
Mathew S. Isaac, Seattle University, USA
Elisa Konya-Baumbach, University of Mannheim, Germany
NA - Advances in Consumer Research Volume 47 | 2019
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria
L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers
Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA