Scientific Claims Sometimes Backfire In Consumer-Products Marketing
Scientific claims used in consumer-product marketing can sometimes have a negative impact on sales, particularly when the product is associated with indulgence or pleasure. Research conducted by Aviva Philipp-Muller and her team at Simon Fraser University's Beedie School of Business reveals that consumers are less likely to choose, pay for, or be interested in products described as scientifically formulated when those products are perceived as pleasurable or indulgent.
In one study, participants were presented with cookie choices, some described with indulgent language and others with a scientific claim. The results showed that participants were less likely to select the scientifically described cookie. Similar findings were observed in other studies involving cookies and smoothies. Science was perceived as incongruent with pleasure, making consumers uncomfortable and less inclined to purchase.
However, there are exceptions to this pattern. When a product's main appeal is utility rather than pleasure, invoking science can be helpful. Additionally, if consumers are provided with context explaining why science is relevant to the product, the negative impact of scientific claims on pleasure-focused products can be reduced. Moreover, targeting science-friendly audiences can mitigate the negative backlash of using scientific appeals in marketing.
In conclusion, while scientific claims can be effective in certain contexts, they may backfire when used to market products associated with pleasure or indulgence. Understanding the perceptions and preferences of the target audience is crucial in determining the appropriate use of scientific appeals in consumer-product marketing.
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