Marketing Benchmarks: Do You Trust Your Friendly Marketer?

Carl Obermiller

Journal of Consumer Affairs, 2019, vol. 53, issue 1, 71-86

Abstract: With many products, consumers must make key decisions—the amount to use per application, the need to replace when worn out, or a reasonable amount to spend—and there are no clear answers to these questions. Consumers are unlikely to have the expertise or the motivation to find optimal answers. The term marketing benchmark is used for a marketer‐supplied indication of how much of a product to use, how often to replace it, or how much to spend on it. Even though consumers have reasons to be skeptical, a series of experiments indicate that advertised marketing benchmarks influence how much they believe they should use per application and how frequently they should replace products. Furthermore, skepticism toward advertising appears to provide only small protection against the influence of marketing benchmarks.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/joca.12193

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:53:y:2019:i:1:p:71-86

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().