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Why Do Consumers Get it Wrong?

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 further discusses and expands on the results gained in the light of empirical insights and theorizing available in a number of complementary lines of research within the overall domains of linguistics, semiotics, cognitive, social, and behavioural psychology, and visual information processing. Taken together, these insights support the view that our test consumers were no less observant and circumspect than could be expected of average consumers. Rather, they opted for maintaining an optimal cost/benefit balance in their information search and decision-making process which would indeed lead to more efficient and successful decisions in a great many instances. However, in the present cases this led to transactional decisions not in line with their declared preferences and expectations.

Suggested Citation

  • Viktor Smith & Daniel Barratt & Peter Møgelvang-Hansen & Alexander U. Wedel Andersen, 2022. "Why Do Consumers Get it Wrong?," Springer Books, in: Misleading Marketing Communication, chapter 0, pages 101-120, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-11206-5_8
    DOI: 10.1007/978-3-031-11206-5_8
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