Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Buyer backlash: Why do slogans about saving money increase spending?

21.09.2010
A new study in the Journal of Consumer Research reveals a strange facet of consumer behavior: people behave differently when they encounter companies' brands than they do when they encounter their slogans.

"Exposure to the retailer brand name Walmart, typically associated with saving money, reduces subsequent spending, whereas exposure to the Walmart slogan, (Save money. Live better.) increases spending," write authors Juliano Laran (University of Miami), Amy N. Dalton (Hong Kong University of Science and Technology), and Eduardo B. Andrade (University of California, Berkeley).

It's not just Walmart that produces this curious reverse effect. In one study, researchers told participants they would be participating in a recall task. Half of the participants were exposed to several names of retailers associated with saving money: Walmart, Sears, Home Depot, Ross, and Dollar General. The other participants were exposed to the corresponding slogans of the same retailers—for example, "The Good Life at a Great Price. Guaranteed" (Sears). The task was aimed at priming the brand names or slogans without participants' awareness.

In a second task, participants were asked to imagine they were shopping in a mall and to indicate how much they were willing to spend during their shopping trip. "While participants that had been exposed to the 'saving' brands were willing to spend $94 on average, participants that had been exposed to the 'saving' slogans were willing to spend $184 on average," the authors write. "Therefore, the brands associated with saving money led participants to save money, whereas the slogans associated with saving money led to a behavioral backlash and more spending."

In another study, consumers who were subliminally exposed to the word "slogan" wanted to spend more when exposed to a savings message and less when exposed to a sentence that encouraged luxury spending.

"Companies may be trying to attract customers with slogans associated with saving money, but in fact, this strategy may make consumers spend more money than they would if they had not been exposed to the slogans," the authors conclude.

Juliano Laran, Amy N. Dalton, and Eduardo B. Andrade. "The Curious Case of Behavior Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects." Journal of Consumer Research: April 2011 (officially published online September 10, 2010).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Buyer Buyer backlash Consumer Research effects produce

More articles from Studies and Analyses:

nachricht Multi-year study finds 'hotspots' of ammonia over world's major agricultural areas
17.03.2017 | University of Maryland

nachricht Diabetes Drug May Improve Bone Fat-induced Defects of Fracture Healing
17.03.2017 | Deutsches Institut für Ernährungsforschung Potsdam-Rehbrücke

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: A Challenging European Research Project to Develop New Tiny Microscopes

The Institute of Semiconductor Technology and the Institute of Physical and Theoretical Chemistry, both members of the Laboratory for Emerging Nanometrology (LENA), at Technische Universität Braunschweig are partners in a new European research project entitled ChipScope, which aims to develop a completely new and extremely small optical microscope capable of observing the interior of living cells in real time. A consortium of 7 partners from 5 countries will tackle this issue with very ambitious objectives during a four-year research program.

To demonstrate the usefulness of this new scientific tool, at the end of the project the developed chip-sized microscope will be used to observe in real-time...

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Transport of molecular motors into cilia

28.03.2017 | Life Sciences

A novel hybrid UAV that may change the way people operate drones

28.03.2017 | Information Technology

NASA spacecraft investigate clues in radiation belts

28.03.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>