The Illegal = Effective Heuristic

This work finds that individuals use legality as an indicator for efficacy. People believe that illegal (vs. legal) drugs are stronger, more potent, and more effective, even when the substance is illegal for reasons unrelated to safety or strength. These findings have important implications for marketing and public health.



Citation:

Rachel Gershon, Alicea Lieberman, and Sydney Scott (2020) ,"The Illegal = Effective Heuristic", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 958-962.

Authors

Rachel Gershon, University of California San Diego, USA
Alicea Lieberman, University of California San Diego, USA
Sydney Scott, Washington University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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