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Building on Grice's (1975) theory of "conversational implicature," we propose that consumers will react favorably to unusual color or flavor names (e.g., blue haze or Alpine snow) because they expect marketing messages to convey useful information. If the message is not informative or does not...
Persistent link: https://www.econbiz.de/10005738966
How do consumers manage goal conflicts before making a choice? This question was studied by examining emerging preferences in choices involving two products that were means to conflicting goals. These preference patterns revealed that an initially active goal, which had been set aside to...
Persistent link: https://www.econbiz.de/10010607854