PT  - JOURNAL ARTICLE
AU  - Micael Dahlén
AU  - Sara Rosengren
AU  - Edith Smit
TI  - Why the Marketer's View Matters As Much as the Message
AID  - 10.2501/JAR-54-3-304-312
DP  - 2014 Sep 01
TA  - Journal of Advertising Research
PG  - 304--312
VI  - 54
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/54/3/304.short
4100  - http://www.journalofadvertisingresearch.com/content/54/3/304.full
SO  - J Advert Res2014 Sep 01; 54
AB  - This research explored whether advertisements can insult consumers by underestimating their intelligence. It also posed the question whether advertising that underestimates consumers' intelligence signals that the advertiser has a prejudiced view of its consumers—a perception that, then, impacts negatively on consumer perceptions of the brand. Two experimental studies found that consumers, indeed, may find advertising insulting to their intelligence and, consequently, rate such advertising lower. Inferring that the advertiser does not think very highly of their intelligence, consumers expected the offered products to be of lower quality and rated the advertiser lower. The tests extended across three different product categories and ruled out competing explanations.