A method for measuring consumer confusion due to lookalike labels

IF 5.9 2区 管理学 Q1 BUSINESS International Journal of Research in Marketing Pub Date : 2024-08-29 DOI:10.1016/j.ijresmar.2024.08.010
Martin Schoemann, Piet van de Mosselaar, Sonja Perkovic, Jacob L. Orquin
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引用次数: 0

Abstract

We propose that some products carry labels that mimic the features of certified health and sustainability labels and that such lookalike labels can confuse consumers into believing that a product has specific, desirable attributes. To address this, we develop a mouse-tracking method for measuring consumer confusion about product attributes. In Study 1, we show that lookalike labels often mislead consumers into believing a product includes a certified label, and that mouse cursor movements provide insights into confusion levels. By applying signal-detection theory to mouse cursor movements, we develop a novel metric that quantifies product attribute confusion and accurately flags products as either “attribute confusion suspect” or “attribute confusion safe”. In Study 2, we replicate our findings and show that attribute confusion is associated with a higher willingness-to-pay. In Study 3, we test the robustness of the metric under different exposure times. The novel attribute confusion metric provides marketers, policymakers, and consumer advocacy groups with a tool to design less confusing labels and can serve as evidence in cases where a product is suspected of misleading consumers or copycatting certified or trademarked labels.
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一种测量消费者因相似标签而产生混淆的方法
我们提出,有些产品贴有模仿健康和可持续发展认证标签特征的标签,这种外观相似的标签会使消费者产生混淆,误以为产品具有特定的、理想的属性。为了解决这个问题,我们开发了一种鼠标跟踪方法来测量消费者对产品属性的混淆。在研究 1 中,我们发现外观相似的标签经常会误导消费者,使其相信产品包含认证标签,而鼠标光标的移动可以帮助我们了解消费者的混淆程度。通过将信号检测理论应用于鼠标光标移动,我们开发出了一种新的度量方法,可以量化产品属性混淆,并准确地将产品标记为 "属性混淆可疑 "或 "属性混淆安全"。在研究 2 中,我们复制了我们的研究结果,并表明属性混淆与较高的支付意愿相关。在研究 3 中,我们测试了该指标在不同暴露时间下的稳健性。新颖的属性混淆度量为营销人员、政策制定者和消费者权益保护组织提供了一种设计混淆程度较低的标签的工具,并可在产品涉嫌误导消费者或山寨认证或商标标签时作为证据。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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