
Why Consumers Rebel Against Slogans
Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business.
Our research shows, however, that many slogans backfire—for example, causing consumers to spend money when they’re told they can save, or vice versa.
In five studies of several hundred undergraduates each, in which computers were used to simulate shopping behavior, we found that consumers typically follow the prompt of a brand name or a logo. After participants were exposed to brands associated with luxury (such as Tiffany and Neiman Marcus), they decided to spend 26% more, on average, than after they were exposed to neutral brands (such as Publix and Dillard’s). After they were exposed to brands associated with saving money (such as Dollar Store and Kmart), they decided to spend 37% less than after they were exposed to neutral brands. The brands had the intended “priming” effect.
But when it came to slogans, the same participants exhibited the opposite of the desired behavior. After reading a slogan meant to incite spending (“Luxury, you deserve it”), they decided to spend 26% less than after reading a neutral slogan (“Time is what you make of it”). When a slogan invited them to save (“Dress for less”), they decided to spend—an additional 29%, on average. The slogans had a “reverse priming” effect.
In many cases, then, brands and slogans work at cross-purposes. For example, the name Walmart tends to induce thriftiness, but the company’s slogan (“Save money. Live better”) causes indulgence.
What makes slogans so different? Our studies suggest that reverse priming occurs because consumers recognize that slogans deliberately attempt to persuade them, whereas (in their perception) brands do not. The recognition may not be conscious: We found that consumers automatically resisted a slogan’s message.
There’s actually good news here for marketers, who need not simply abandon slogans for fear of adverse reactions. Slogans can exert a positive influence, we believe, if the consumer is led to focus on something other than the effort to persuade. To test this theory, we asked one group of participants to rate a set of slogans on the basis of intent to persuade, while a second group rated them on creativity. The group that evaluated creativity decided to spend 58% more than the other group. Of course, getting consumers to focus on creativity instead of persuasion may be easier in a lab setting than in real-world marketing.
More research is needed to understand why consumers perceive certain tactics as efforts to persuade. In the meantime, marketers should be aware that messages seen even subconsciously as manipulative can cause significant backlash.
25 comentarios:
ray ban
michael kors uk
kate spade uk
thomas sabo
michael kors handbags
mont blanc pens
cheap ray ban sunglasses
lebron 12
adidas wings
instyler
burberry outlet
karen millen uk
burberry outlet
coach outlet
air max 2015
marc jacobs
michael kors outlet
ray ban uk
valentino outlet
jordan 11
coach factor youtlet
air jordan shoes
coach outlet
michael kors handbags
cheap nba jerseys
kate spade outletonline
instyler ionic styler
air jordan 10
burberry outlet online
coach purses
kobe shoes
beats solo
air jordan 4
calvin klein underwear
nhl jerseys
toms shoes
louis vuitton outlet
air max 90
coach outlet store online
michael kors factory outlet
2015407li
dwyane wade jersey
bobby orr blackhawks jersey,jeremy roenick authentic jersey,jonathan toews blackhawks jersey,stan mikita blackhawks jersey,corey crawford blackhawks jersey,michael jordan jersey,michal handzus jersey,peter regin jersey
oakland raiders jerseys
nike soccer shoes
golden state warriors jerseys
blackhawks jersey
bottega veneta outlet
new york jets jerseys
celtics jerseys
hermes bracelet
nike air max
tommy hilfiger outlet online
prada sneakers
cheap oakley sunglasses
washington redskins jerseys
christian louboutin outlet
nike air max,air max uk,air max 90,nike air max 90,air max shoes
kate spade handbags
vans sneakers
mulberry outlet
chelsea soccer jersey
toms outlet
oakley sunglasses canada
oakley sunglasses
air jordan shoes
vans for sale
seattle seahawks jerseys
tory burch outlet online
jeremy maclin jersey,jamaal charles jersey,joe montana jersey,justin houston jersey,dontari poe jersey,eric berry jersey
manchester united jersey
wei20150630
ninest123 07.09
nike free, kate spade outlet, coach outlet, oakley sunglasses, tiffany jewelry, kate spade handbags, tory burch outlet, tiffany and co, jordan shoes, longchamp, michael kors outlet, michael kors outlet, prada outlet, longchamp outlet, chanel handbags, burberry outlet online, michael kors outlet, burberry, louboutin, polo ralph lauren outlet, michael kors outlet, coach outlet, gucci outlet, nike air max, louboutin shoes, nike air max, longchamp outlet, oakley sunglasses, michael kors, michael kors outlet, ray ban sunglasses, polo ralph lauren outlet, louboutin outlet, christian louboutin outlet, ray ban sunglasses, oakley sunglasses, prada handbags, nike outlet, coach factory outlet, replica watches
burberry, converse pas cher, ray ban pas cher, lacoste pas cher, nike blazer, true religion outlet, hollister, true religion jeans, timberland, tn pas cher, air force, hermes, lululemon, louboutin pas cher, air jordan pas cher, ray ban uk, vans pas cher, oakley pas cher, michael kors, nike air max, michael kors, longchamp pas cher, hogan, coach purses, ralph lauren uk, ralph lauren pas cher, true religion jeans, new balance pas cher, north face, north face, mulberry, sac longchamp, true religion jeans, vanessa bruno, sac guess, hollister pas cher, air max, nike roshe run, nike free, michael kors
hollister, mac cosmetics, nike free run uk, mont blanc, longchamp, birkin bag, vans shoes, soccer shoes, nike roshe, celine handbags, ghd, ferragamo shoes, beats by dre, chi flat iron, nike roshe, reebok shoes, p90x workout, abercrombie and fitch, jimmy choo shoes, nike air max, nike air max, instyler, valentino shoes, mcm handbags, soccer jerseys, nfl jerseys, babyliss, nike trainers, insanity workout, wedding dresses, bottega veneta, north face outlet, abercrombie and fitch, lululemon, north face outlet, asics running shoes, herve leger, giuseppe zanotti, new balance, nike huarache
supra shoes, hollister, thomas sabo, pandora charms, lancel, louboutin, nike air max, baseball bats, hollister, gucci, pandora charms, converse, pandora jewelry, iphone 6 cases, oakley, ralph lauren, coach outlet, montre pas cher, wedding dresses, juicy couture outlet, converse outlet, marc jacobs, ray ban, vans, links of london, timberland boots, hollister, karen millen, swarovski, nike air max, swarovski crystal, toms shoes, replica watches, juicy couture outlet
ninest123 07.09
michael kors uk
ed hardy clothing
supra footwear
cartier bracelet
nike free
swarovski jewelry
ray ban uk
michael kors outlet
ray ban sunglasses
mont blanc pens
kobe bryants shoes
insanity workout
miami dolphins jerseys
new york knicks jersey
oakley sunglasses
ray ban
ray ban sunglasses
ray ban sunglasses
mlb jerseys
coach factory outlet
true religion jeans
kobe 9 elite
cartier love bracelet
hollister clothing store
louis vuitton outlet
air jordan 11
chicago bears jerseys
burberry outlet
north face jackets
tods outlet
kate spade handbags
nhl jerseys
air jordan shoes
true religion outlet
koby bryant shoes
instyler ionic styler
cheap oakley sunglasses
valentino shoes
rolex watches
mulberry outlet
2015714caihuali
roshe runs
salvatore ferragamo
soccer shoes
softball bats
supra shoes
swarovski
swarovski
swarovski crystal
swarovski jewelry
swarovski
the north face
the north face
the north face
the north face
the north face
the north face
thomas sabo
tiffany
tiffany and co
tiffany
tiffany jewelry
timberland boots
timberland shoes
tommy hilfiger
hilfiger
tommy hilfiger outlet
toms outlet
toms outlet
toms shoes
toms shoes outlet
tory burch outlet
tory burch outlet
tory burch sale
true religion
true religion jeans
true religion outlet
true religion jeans
ugg australia
ugg boots
ugg boots
ugg
ugg boots clearance
ugg
uggs on sale
uggs outlet
coach outlet store
vans shoes
wedding dresses
wedding dresses
woolrich outlet
yoga pants
yoga pants
coach outlet usa
20150924 junda
coach factory outlet
Authentic Louis Vuitton Belts Outlet Store
michael kors outlet
Louis Vuitton Handbags Discount Off
toms outlet
canada goose outlet online
louis vuitton
Louis Vuitton Handbags Factory Store
michael kors handbag
michael kors outlet
Louis Vuitton Clearance Sale
Louis Vuitton Bags Outlet Store
ugg boots outlet
Louis Vuitton Bags On Sale
uggs australia
coach outlet
michael kors outlet
Authentic Louis Vuitton Handbags Cheap Online
Abercrombie And Fitch Kids Online
Louboutin Red Bottoms Shoes Outlet
michael kors handbag
Abercrombie & Fitch Factory Outlet
air max 95,nike golf,nike janoski,air max 1,nike canada,nike plus,nike shox,nike factory store
Mont Blanc Legend And Mountain Pen Discount
Jordan 13 Shoes For Sale
Coach Outlet Store Online Shop
ugg boots clearance
ralph lauren uk
michael kors bags
michael kors outlet
vans shoes
ugg boots sale
Official Kate Spade Outlet Online
reebok shoes
mont blanc
girls north face jackets
ugg factory outlet
coach factory outlet
Ugg Sale
jordan retro 6
clarks shoes outlet
nike shoes
new balance outlet
hollister outlet
ugg boots on sale 70% off
polo shirts outlet
nike factory store
columbia outlet
cheap jordan shoes
nike factory outlet
fendi bags
nike heels
celine bag
nike nfl jerseys
Coach Factory Outlet
christian louboutin shoes
fendi shoes
coach factory outlet
mbt shoes clearance outlet
nike outlet store online
ugg boots on sale
fitflop
canada goose cheap
cheap polo shirts
Michael Kors Outlet
nike air max 90
rolex watches
Coach Handbags Sale
coach handbags
qwe12.31
jianbin0505
toms outlet
chrome hearts outlet online
fitflops clearance
nike air force 1
soccer jerseys
adidas outlet
lululemon uk
ray ban sunglasses
christian louboutin outlet
ralph lauren polo
air max 90
louis vuitton bags
kobe bryant shoes
cazal sunglasses
hermes outlet store
michael kors wallet sale
cheap nfl jerseys
adidas wings
versace sunglasses on sale
burberry sunglasses
rolex watches
michael kors outlet
louis vuitton pas cher
ralph lauren outlet
louboutin pas cher
michael kors factory store
tory burch outlet online
fitflops sale clearance
air jordan shoes for sale
nike air force 1
ghd uk
coach outlet
cheap mlb jerseys
oakley sunglasses
20160630meiqing
michael kors outlet store
omega watches
coach outlet
cheap jordans
adidas nmd runner
polo outlet
oakley sunglasses
jimmy choo outlet
hermes belt
coach outlet
nike huarache white
prada outlet
kate spade outlet
tiffany and co
louboutin uk
air force 1
nike tn
air jordans
polo ralph lauren
dolce and gabbana outlet
bottega veneta outlet
discount oakley sunglasses
mont blanc pens
tiffany and co
michael kors outlet
adidas superstars
christian louboutin shoes
air max 95
holliste sale
new balance outlet
under armour shoes
levis jeans
north face jackets
designer handbags
oakley sunglasses
michael kors outlet online
coach outlet
fangyanting20160825
ralph lauren pas cher
tory burch sandals
ugg boots
adidas shoes
coach outlet online
celine outlet
ray ban sunglasses
louis vuitton bags cheap
swarovski crystal
ferragamo outlet
ugg boots clearance
oakley sunglasses
longchamp pliage
michael kors outlet
ralph lauren outlet
louis vuitton outlet
air jordan 11
versace sunglasses on sale
cheap jordan shoes
coach outlet
longchamp outlet online
tods shoes
louis vuitton handbags outlet
polo pas cher
longchamp handbags
nba jerseys
true religion canada
michael kors outlet
michael kors outlet online
coach factory outlet
Minnesota's acquisition of Sam Bradford for a first-round pick in 2017 and a fourth-round pick Carolina Panthers Jerseys in 2018 isn't the kind of move we're used to seeing on NFL's annual roster jerseys store cutdown NFL Jerseys day to 53 players. Two cheap sale jerseys teams dramatically changed course for the Denver Broncos Jerseys season just days before it is set wholesale jerseys shop to begin. The Vikings are trying to jump through a Super Bowl window, while the Eagles chose to happily new nike nfl jerseys take a ride on the Carson Wentz rookie quarterback rollercoaster. (Wentz will start over Chase Daniel in Philadelphia once he's healthy, NFL Network's Mike Garafolo reported.)
nhl jerseys
chaussures ugg
coach factory outlet
borse louis vuitton
hollister kids
true religion
true religion jeans
uggs outlet
mont blanc pens
cheap toms shoes
nike roshe run flyknit
true religion
ugg australia
doudoune canada goose
coach outlet store online
pandora jewelry
moncler pas cher
coach factory outlet
the north face jackets
adidas shoes
juicy couture
minnesota vikings jerseys
burberry sale
coach outlet
pandora jewelry
adidas yeezy boost
coach outlet online
cheap ugg boots
michael kors outlet
cheap canada goose
celine bags
beats by dre
ugg sale
cheap uggs
the north face outlet
ugg sale
ray ban glasses
nike air max 2016
ugg boots
ugg outlet online
2016.11.3chenlixiang
after reading this article inspired many of my .
cara menggugurkan kandungan
obat aborsi
tanda tanda kehamilan
cheap mlb jerseys
michael kors outlet online
michael kors uk
coach outlet
cheap nike shoes
coach outlet
birkenstocks
ray ban sunglasses
canada goose uk
christian louboutin
20170104caiyan
christian louboutin
ray ban sunglasses
christian louboutin paris
air jordans
cheap rolex watches
pandora jewelry
adidas originals uk
chanel bags
coach outlet
ray ban wayfarer
hzx20170221
nhl jerseys
kate spade handbags
polo ralph lauren
michael kors bags
lebron james shoes
louis vuitton outlet
broncos jerseys
jordan 3
coach outlet
michael kors canada
chenlina20170309
adidas trainers uk
chelsea jersey
pandora jewelry
nike roshe
jordan outlet
nike roshe run
cat boots
ray ban sunglasses
louis vuitton outlet
ray ban sunglasses outlet
20174.26wengdongdong
nike outlet store
polo ralph lauren
yeezy 350 boost
air max
coach outlet online
rolex replica watches for sale
oakley sunglasses outlet
mulberry uk
levis outlet
kate spade bags
170520yueqin
My brother recommended I would possibly like this web site. He used to be totally right. This post truly made my day. You cann't consider simply how so much time I had spent for this information! Thanks! facebook login in
canada goose jacket
lacoste outlet
vapormax
gucci belt
tory burch outlet
air max 2018
fila shoes
moncler jackets
nike lebron 16
chrome hearts
nike air max
golden goose outlet
canada goose
yeezy 500
golden goose outlet
curry 5 shoes
nfl jerseys
yeezy
air max 2018
caterpillar boots
Resources sex dolls,sex dolls,sex dolls,sex dolls,sex dolls,sex dolls,sex dolls,sex dolls,sex doll,sex doll find here
Publicar un comentario