Ambiguously Described Products Preferred Over Un-Ambiguous

Wharton marketing professor Barbara E. Kahn and Elizabeth G. Miller, a marketing professor at Boston College recently conducted a study which found marketers that name products with ambiguous or surprising descriptions for flavors or colors are likely to see increased sales over conventionally described products. With studies involving the selection of jellybeans and sweaters, the study found showing an example of a strangely named sweater color actually decreased the satisfaction upon respondents seeing the actual sweater.

The study findings elaborate on this further. "We find that the revelation of the color shade (through a picture of the color) prior to viewing the name decreases preference for ambiguous color names, but increases preference for unexpected descriptive color names," the paper states. "These results support the notion that when consumers encounter a surprising name (because it violates beliefs about informativeness), they engage in additional elaboration about the name to try to understand why it was provided. The type of elaboration will depend on how the name violates expectations: If the name is uninformative in a literal sense, consumers will engage in a Gricean process to determine the meaning of the communication; if the name is uninformative because it is atypical, consumers will search for the reason the particular adjective was selected as described by incongruency theory. The result of this additional elaboration is increased satisfaction with the product."

The study reveals online merchants may see better sales for products with uncommonly named colors if a sample of the color is not shown.

by Steve Hall    Jun-17-05   Click to Comment   
Topic: Research   

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Comments



Comments

I wonder if they could have managed to explain this in a more confusing, some might say ambiguous, way.

I guess we can see why these two are teaching and doing research instead of actually out there making money.

Hello? Executive summary anyone?
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Posted by: matblack on June 17, 2005 1:47 PM

An EXAMPLE would have been nice.

But here's how I read it: If you name the color of a shirt "yummy berry" people will be attracted to the ambiguity of the name if they're not actually shown a picture of the color. This, as opposed to "reddish" or "dark apple" which actually describes a color.

Posted by: Don S on June 17, 2005 2:24 PM




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