The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products

Volume: 29, Issue: 3, Pages: 428 - 444
Published: Jan 8, 2019
Abstract
The placement of heroes and villains is ubiquitous on labels and packages in the marketplace. In this research, we examine the influence of a hero versus a villain label on the preference for virtue versus vice products. Across seven laboratory and field studies, we find that consumers derive higher utility for a hero (villain) label with a vice (virtue) food than from a hero (villain) label with a virtue (vice) food. Relying on a...
Paper Details
Title
The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products
Published Date
Jan 8, 2019
Volume
29
Issue
3
Pages
428 - 444
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