The Influence of Causal Conditional Reasoning on the Acceptance of Product Claims

Elise Chandon and Chris Janiszewski

Journal of Consumer Research, 2009, vol. 35, issue 6, 1003-1011

Abstract: The believability of product claims depends on the consumer's ability to generate disabling conditions (i.e., other events blocking a cause from having its effect) and alternative causes (i.e., other events causing the outcome).

Date: 2009
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