The Double-Edged Sword of Signaling Effectiveness: When Salient Cues Curb Postpurchase Consumption

摘要

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.