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Study 4: “Local” by Facts or by Atmosphere?

In: Misleading Marketing Communication

Author

Listed:
  • Viktor Smith

    (Copenhagen Business School)

  • Daniel Barratt

    (Copenhagen Business School)

  • Peter Møgelvang-Hansen

    (Copenhagen Business School)

  • Alexander U. Wedel Andersen

    (Woba.io)

Abstract

The chapter reports an original experiment based on a variant of the ShopTrip set-up extended with an eyetracking component. The key research question was whether products carrying vague indications of localness in the shape of brand elements and visual cues on the front would tend to be preferred by consumers over alternative products displaying an equal degree of (un)localness according to the declared product facts when performing the pre-set shopping task “Buy Danish, and as local as possible!” This indeed turned out to be the case. Moreover, the eyetracking data revealed that less than half of the participants attended to the detailed product information panels that might have contradicted the all-local impression created by the packaging fronts (attended to by all participant), and that most of them failed to fixate on the passages in the detailed product information capable of doing so.

Suggested Citation

  • Viktor Smith & Daniel Barratt & Peter Møgelvang-Hansen & Alexander U. Wedel Andersen, 2022. "Study 4: “Local” by Facts or by Atmosphere?," Springer Books, in: Misleading Marketing Communication, chapter 0, pages 79-98, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-11206-5_7
    DOI: 10.1007/978-3-031-11206-5_7
    as

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