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.

Citation:

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.