Based on a new study by the University of Miami School of Business Administration, a marketing statement placed on the package of a product is more trustworthy to consumers than ones in an advertisement.
Beyond Trust Issues
Published in the Journal Consumer Psychology July 2016 issue, the study establishes that shoppers react differently to the two promotional mediums. Furthermore, the researchers assert that consumers deem marketing claims physically close to the product more reliable.
According to the study, shoppers see product packages and the marketing claims they present as more up-front and less manipulative compared to ads. This means that shoppers are more likely to buy items based on what its packaging claims.
The Benefits to Marketers
Claudia Townsend, assistant professor of marketing at the University of Miami School of Business Administration, says this will help marketers know which of the different mediums will make a product claim seem more believable. She adds that it will also assist them in choosing which medium they want to spend most of their resources on when promoting an item.
Townsend says their findings are significant to a range of marketing media, not only in ads and packages. She cites a marketing claim in a web banner or pop-up ad as an example. She then explains that the claim would be more trustworthy if there is a simple click-through to the website of the company stressing the proximity of the product.
No matter what the context is, the research discovered that putting positive product information near the product enhances the believability of the information.
The Deal with Product Promotion
The recent findings reinforce the multifaceted significance of labels as a way to influence shoppers. In fact, a recent label trend that promotes reliability is the emphasis on what ingredient is not included in a product.
An article from the Wall Street Journal says marketers now want to get rid of the stress consumers experience from analyzing the complex ingredient list. They aim to lure more consumers by revealing the ingredients they did not use.
According to The Hartman Group, a contributor for forbes.com, around 81 percent of respondents admitted they read the nutritional panel to watch their weight. This study even counts 72 percent of shoppers who are not diet-conscious, but still read the labels.
The survey further proves the power of product labels, especially with the growing pressure for “full and complete” disclosure.