可靠性
产品(数学)
独创性
相关性(法律)
营销
价值(数学)
认知
业务
心理学
广告
计算机科学
社会心理学
数学
几何学
机器学习
神经科学
创造力
政治学
法学
作者
Hsuan‐Hsuan Ku,Pei-Ting Chen
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2022-10-23
卷期号:32 (3): 454-471
被引量:3
标识
DOI:10.1108/jpbm-07-2021-3592
摘要
Purpose To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim credibility as the foundation for investigating how an extra affixed label that addresses product benefits impacts consumer evaluation, as well as identifying important factors that might moderate the resulting responses. Design/methodology/approach Three between-subjects experiments examine how claim credibility mediates the influence of extra affixed labels on product evaluation (Study 1). They also test whether the impact on consumer responses of extra affixed labels, with emphasis on the same vs different benefits as those printed on the front of a package (Study 2.1) or with a high or low relevance between their claimed benefits and the front-of-package stated ingredients (Study 2.2), is dependent upon individuals’ need for cognition. Findings Results show the power of extra affixed labels in improving product evaluation. Claim credibility mediated the observed effects of extra affixed labeling. Yet, the favorable effects of extra affixed labels for individuals high in need for cognition is diminished when expressed in a different (vs same) claim from those printed on the package front or the claim about product benefits is low (vs high) relevance to the declared ingredients. The reverse holds true for those low in need for cognition. Originality/value This study advances knowledge on the effects of extra affixed label claims on product evaluation.
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