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Making a good thing even better? The impact of claim congruency on competing product goals and consumer evaluations

Author

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  • Tangari, Andrea Heintz
  • Banerjee, Somak
  • Verma, Swati

Abstract

Drawing from activation theory and the goal literature, this research explores how competing product-related goals influence attitudes and intentions and how advertised product claims (fortification and health claims) nudge competing consumer goals. Additionally, this research investigates how promotional cue alignment with a product-related goal can positively influence attitudes and intentions. Four studies reveal that when a promotional cue does not align with a focal product cue, there is no impact on attitudes and intentions. When an additional cue, such as a health message, is added to the promotional claim that is aligned with the product-related cue, then multiple aligned cues can nudge a non-focal goal to better align with dominant product-related cues, leading to more positive attitudes and intentions, and this effect is mediated by changes in product health goals. This research has implications for goal literature and for advertisers, manufacturers and policy makers.

Suggested Citation

  • Tangari, Andrea Heintz & Banerjee, Somak & Verma, Swati, 2019. "Making a good thing even better? The impact of claim congruency on competing product goals and consumer evaluations," Journal of Business Research, Elsevier, vol. 101(C), pages 12-22.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:12-22
    DOI: 10.1016/j.jbusres.2019.03.059
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    Cited by:

    1. Rybak, Garrett & Burton, Scot & Johnson, Alicia M. & Berry, Christopher, 2021. "Promoted claims on food product packaging: Comparing direct and indirect effects of processing and nutrient content claims," Journal of Business Research, Elsevier, vol. 135(C), pages 464-479.

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