I know what you are thinking: How theory of mind is employed in product evaluations

Elizabeth A. Minton, T. Bettina Cornwell and Hong Yuan

Journal of Business Research, 2021, vol. 128, issue C, 405-422

Abstract: The current research examines how the social processing capability of theory of mind (i.e., ToM; the ability to understand others’ intentions) is employed when evaluating potentially persuasive marketing communications. Specifically, Study 1 reveals that ToM negatively influences product evaluations, as mediated by advertising skepticism. Study 2 replicates these findings with a company’s customer database. Study 3 manipulates advertisement transparency, showing that highly transparent communications reduce skepticism and increase product evaluations. Lastly, Study4 examines boundary conditions, revealing that ToM influences product evaluations more so in evaluation of marketing communications for publicly versus privately consumed products.

Keywords: Theory of mind; Consumer decision making; Private versus public nature of products (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:128:y:2021:i:c:p:405-422

DOI: 10.1016/j.jbusres.2021.02.002

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