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The Conversation USA

The Conversation USA

Using ‘science’ to market cookies and other products meant for pleasure backfires with consumers

  • Written by Rebecca Walker Reczek, Berry Chair of New Technologies in Marketing and Professor of Marketing, The Ohio State University
imageScience makes pleasure. Billy Burdette/EyeEm via Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

When companies say a product meant for pleasure was developed using science, consumers are less likely to buy it. That’s what we found in our peer-reviewed research.

Marketers often describe how a...

Read more: Using ‘science’ to market cookies and other products meant for pleasure backfires with consumers

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