The SRN, in collaboration with the American Marketing Association Sustainable Marketing SIG, will feature Rebecca Walker Reczek (Professor of Marketing and Berry Chair of New Technologies in Marketing at The Ohio State University).
Abstract: In this research, we propose that although consumers view the scientific process as competent (a positive stereotype), they also perceive it as cold (a negative stereotype). Across six studies, we demonstrate that these lay beliefs impact consumers’ reactions to promotional appeals touting the use of science in product development. Specifically, since hedonic attributes are associated with warmth, the coldness associated with the scientific process is conceptually disfluent with the anticipated warmth of hedonic products and attributes, reducing purchase interest. In contrast, when products are positioned as utilitarian, scientific development appeals are effective, as the perceived competence of the scientific process is compatible with the competence associated with utilitarian products. These effects are mediated by increased conceptual fluency for matching appeals. We further demonstrate that scientific appeals negatively impact purchase intentions only when an appeal describes the use of science to develop a hedonic product (and not to test it). Finally, we demonstrate that when the necessity of science to create a hedonic product is made salient, this backfire effect is attenuated.
1:00 pm - 1:05 pm
Introduction to the SRNNeeraj Bharadwaj
1:05 pm - 1:10 pm
Aims and Scope of the Journal of Sustainable Marketing and AMA Sustainable Marketing SIGDana L. Alden
1:10 pm - 1:15 pm
Musings on SustainabilityJagdish N. Sheth
1:15 pm - 2:15 pm