Using ‘science’ to market cookies and other products meant for pleasure backfires with consumers
- Written by Rebecca Walker Reczek, Berry Chair of New Technologies in Marketing and Professor of Marketing, The Ohio State University
Science makes pleasure. Billy Burdette/EyeEm via Getty ImagesThe Research Brief is a short take about interesting academic work.
The big idea
When companies say a product meant for pleasure was developed using science, consumers are less likely to buy it. That’s what we found in our peer-reviewed research.
Marketers often describe how a...