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

Sat, October 19, 4:45 to 6:00pm, Hyatt Regency - Atlant, Hanover D

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.