Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information

Ford, Gary T.; Smith, Darlene Brannigan; Swasy, John L.

doi:10.1086/209228

Cited by 387 publications

(304 citation statements)

References 14 publications

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“…Further, the lack of congruity is likely to reduce the clarity of the firm's market position and call into question the firm's motives. For example, the lack of consistency between prior expectations and new information has been shown to trigger skepticism and lead to negative attitudes (Boush, Friestad, and Rose, 1994;Folkes, 1988;Ford, Smith and Swasy, 1990). Given this discussion, Hypothesis One is:…”

Section: Fitmentioning

confidence: 99%

The impact of perceived corporate social responsibility on consumer behavior

Becker-Olsen

Cudmore

Hill

2006

Journal of Business Research

1,552

1,298

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The use of corporate social responsibility (CSR) initiatives to influence consumers and differentiate product offerings has become quite common. This research builds on the growing body of marketing literature through two investigations that manipulate consumers' perceptions of fit, motivation, and timing of corporate social initiatives embedded within promotions. We find that low-fit initiatives negatively impact consumer beliefs, attitudes, and intentions no matter what the firm's motivation, and that high-fit initiatives that are profit-motivated have the same impact. Further, consumers consider the timing (proactive versus reactive) of the social initiative as an informational cue, and only the high-fit, proactive initiatives led to an improvement in consumer beliefs, attitudes, and intentions.2

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Section: Fitmentioning

confidence: 99%

The impact of perceived corporate social responsibility on consumer behavior

Becker-Olsen

Cudmore

Hill

2006

Journal of Business Research

1,552

1,298

View full text Add to dashboard Cite

show abstract

“…According to this model, then, an individual is more easily influenced by organizational self-claims to the extent that she has less knowledge about the situation. Yet, other work has suggested that such knowledge may be less relevant because individuals are generally skeptical of promotional claims altogether (Ford, Smith, and Swasy 1990;Vonk 1999;Tal-Or 2010) and that this skepticism is learned through a socialization process during adolescence (Boush, Friestad, and Rose 1994;Mangleburg and Bristol 1998). In short, the preponderance of evidence from the consumer research literature suggests that individuals do not generally take organizational claims at face value but that the willingness to do so may vary depending on an individual's knowledge of the situation at hand.…”

Section: Self-proclamations Of An Authentic Identitymentioning

confidence: 99%

The Perils of Proclaiming an Authentic Organizational Identity

Kovács¹,

Carroll²,

Lehman³

2017

SocScience

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An emerging body of research consistently demonstrates that individuals in developed consumer markets value authenticity. But how individuals respond to organizations that tout their identities as authentic is not so well understood. We argue that organizational attempts at explicitly proclaiming their own identity as authentic will generally be regarded by individuals with skepticism and devaluation. Across two studies with different research designs, we find consistent empirical evidence that individuals devalue organizations making identity self-claims of authenticity. The first study analyzed authenticity claims made in the texts of menus from 1,393 restaurants in Los Angeles and their corresponding 450,492 online consumer reviews recorded from 2009 to 2016. The second study used a controlled, minimalistic experimental setting with fictitious restaurant menus that examined reactions to generic authenticity self-claims. The findings illuminate how individuals respond to organizational identity claims about authenticity and raise interesting questions about other types of identity claims.

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“…Consumers tend to rely upon and find more believable those claims that are more specific or concrete [122][123][124]. Hoch and Ha [123] looked at it from a somewhat different outlook where it was reported that when general or ambiguous information is presented to consumers, they usually require further evidence that can have a marked effect on product perceptions.…”

Section: Construct Reference Key Argumentmentioning

confidence: 99%

Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels

et al. 2014

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Abstract:The term "eco-labeling" has become a buzzword in today's sustainable business world. The use of eco-labeling in various forms has been increasing notably for past many years, sometimes as an environmental "requirement" and sometimes merely as a marketing tool. Questions arise about how well these eco-labels are attended and understood by consumers. However, though mentionable studies are found on various aspects of eco-labels, gaps exist in exploring an inclusive set of parameters for investigating consumer perceptions of eco-labels. This paper aims at preparing a synthesis of all the possible factors to be incorporated for measuring consumer perceptions of eco-labeling of products. For making such synthesis, all major works in the field have been thoroughly reviewed. The paper comes up with a total of 10 parameters that include consumer awareness, consumer knowledge, consumer involvement, consumer trust, design and visibility, credibility of the source, type and level of information, clarity of meaning, persuasiveness, and private benefits. This tentative, yet inclusive, set of parameters is thought to be useful for designing large scale future empirical researches for developing a dependable inclusive set of parameters to test consumer understanding and perceptions of eco-label. A framework is proposed for further empirical research.

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Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information

Cited by 387 publications

References 14 publications

The impact of perceived corporate social responsibility on consumer behavior

The impact of perceived corporate social responsibility on consumer behavior

The Perils of Proclaiming an Authentic Organizational Identity

Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels

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