The Modest Marketer: Do Consumers Ever Assume That Products Last Longer Than Marketers Claim?

• In Event: 10.8 The Importance of Framing and Reframing

Short Abstract

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.

Authors

• Mathew S. Isaac, Seattle University, USA

• Elisa Konya-Baumbach, University of Mannheim, Germany