Kramer, Thomas; Irmak, Caglar; Block, Lauren; Ilyuk, … - In: Marketing Letters 23 (2012) 3, pp. 517-529
We document the existence of an inference strategy based on a no-pain, no-gain lay theory, showing that consumers infer pharmaceutical products to be more efficacious when they are associated with a detrimental side effect or attribute. Study 1 finds that consumers high in need for cognition...
