Why Do Consumers Get it Wrong?

Viktor Smith (), Daniel Barratt (), Peter Møgelvang-Hansen () and Alexander U. Wedel Andersen ()
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Viktor Smith: Copenhagen Business School
Daniel Barratt: Copenhagen Business School
Peter Møgelvang-Hansen: Copenhagen Business School
Alexander U. Wedel Andersen: Woba.io

Chapter Chapter 8 in Misleading Marketing Communication, 2022, pp 101-120 from Springer

Abstract: Abstract The chapter further discusses and expands on the results gained in the light of empirical insights and theorizing available in a number of complementary lines of research within the overall domains of linguistics, semiotics, cognitive, social, and behavioural psychology, and visual information processing. Taken together, these insights support the view that our test consumers were no less observant and circumspect than could be expected of average consumers. Rather, they opted for maintaining an optimal cost/benefit balance in their information search and decision-making process which would indeed lead to more efficient and successful decisions in a great many instances. However, in the present cases this led to transactional decisions not in line with their declared preferences and expectations.

Keywords: Semantic and pragmatic co-creation; Inference-making; Halo effects; Relevance processing; Everyday heuristics; Elaboration Likelihood Model; System 1 vs. System 2; Cognitive dissonance theory; Visual processing; Top-down vs. bottom-up visual attention (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-11206-5_8

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DOI: 10.1007/978-3-031-11206-5_8

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