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https://www.wsj.com/articles/marketing-products-science-claims-11668721519
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Marketers have long used science claims to sell consumer products ranging from shampoo to sound systems. But new research shows that if the product being sold is associated with indulgence or pleasure—say, a sweet dessert—scientific claims can actually backfire.
“When consumers are presented with a really indulgent product, like a chocolate-chip cookie, they really don’t like it if science has been invoked in the marketing appeal for that cookie,” says
Aviva Philipp-Muller, an assistant professor of marketing at the Beedie School of Business at Simon Fraser University in British Columbia and the lead researcher on a
new series of studies published in the Journal of Consumer Research. “If it’s described as being scientifically developed or scientifically formulated, consumers are less interested in that product,” Dr. Philipp-Muller says. “They’re less likely to choose it, less willing to pay for it and less interested in purchasing it in general.”
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This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.
