Get your science out of here : when does invoking science in the marketing of consumer products backfire?
Year of publication: |
2023
|
---|---|
Authors: | Philipp-Muller, Aviva ; Costello, John P. ; Walker Reczek, Rebecca |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 49.2023, 5, p. 721-740
|
Subject: | perceptions of science | science appeals | lay belief | lay theory | hedonicversus utilitarian | marketing communications |
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