Is Top 10 Better than Top 9? The Role of Expectations in Consumer Response to Imprecise Rank Claims

Many marketing communications are carefully designed to cast a brand in its most favorable light. For example, marketers may prefer to highlight a brand's membership in the top 10 tier of a third-party list instead of disclosing the brand's exact rank. The authors propose that when markete...

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Veröffentlicht in:	Journal of marketing research 2016-06, Vol.53 (3), p.338-353
Hauptverfasser:	ISAAC, MATHEW S., BROUGH, AARON R., GRAYSON, KENT
Format:	Artikel
Sprache:	eng
Schlagworte:	Banks Brands Cognition Cognitive models Consumer advertising Consumer information Consumer research Marketing Skis Time pressure
Online-Zugang:	Volltext
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