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- Title
(De)marketing to Manage Consumer Quality Inferences.
- Authors
MIKLÓS-THAL, JEANINE; ZHANG, JUAN JUAN
- Abstract
Savvy consumers attribute a product's market performance to its intrinsic quality as well as the seller's marketing push. The authors study how sellers should optimize their marketing decisions in response. They find that a seller can benefit from "demarketing" its product, meaning visibly toning down its marketing efforts. Demarketing lowers expected sales ex ante but improves product quality image ex post, as consumers attribute good sales to superior quality and lackluster sales to insufficient marketing. The authors derive conditions under which demarketing can be a recommendable business strategy. A series of experiments confirm these predictions.
- Subjects
DEMARKETING; PERCEIVED quality; CONSUMER behavior research; MARKETING strategy -- Methodology; PRODUCT quality; MARKETING research; PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 2013, Vol 50, Issue 1, p55
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmr.11.0432