When Less Is More: How Mindset Influences Consumers’ Responses to Products with Reduced Negative Attributes:

Published on May 14, 2020in Journal of Marketing
· DOI :10.1177/0022242920920859
Vincent Chi Wong1
Estimated H-index: 1
,
Lei Su5
Estimated H-index: 5
,
Howard Pong-Yuen Lam1
Estimated H-index: 1
Sources
Abstract
Marketing communications often describe a reduction in a product’s negative attributes (e.g., “our mineral water now uses 34% less plastic”). This claim may be interpreted as a trend of improving r...
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