The Double Edged Sword of Signaling Product Effectiveness: How Salient Marketing Cues Curb Postpurchase Consumption

Keywords

consumption, cue salience, inference making, perceived effectiveness

Abstract

In juxtaposition to the common belief that marketing cues highlighting
product effectiveness will generate positive influences on consumer
demand, the authors argue that signaling effectiveness is a double-
edged sword. While effectiveness cues may increase initial purchase,
they can curb postpurchase consumption and potentially decrease long-
term product sales. Four studies demonstrate that salient cues in
advertising or packaging (e.g., pictures, brand names) can increase
perceived product efficacy and lead to a lower usage amount on a single
occasion. The authors show that the impact of effectiveness cues on
product usage is driven by inference making and is moderated by cue
salience and people’s need for cognition. Furthermore, the authors find
that promoting effectiveness with certain cues does not increase product
choice yet reduces product usage. These results stress the importance
of seeking salient cues that work to stimulate both choice and usage.

Original Publication Citation

Zhu, Meng, Darron Billeter and J. Jeffrey Inman (2012) “The Double Edged Sword of Signaling Product Effectiveness: How Salient Marketing Cues Can Reduce Product Usage,” Journal of Marketing Research, 49(1) pg. 26-38.

Document Type

Peer-Reviewed Article

Publication Date

2012

Publisher

Journal of Marketing Research

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Associate Professor

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