Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 25 October 2022
Issue publication date: 1 March 2023
Abstract
Purpose
To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim credibility as the foundation for investigating how an extra affixed label that addresses product benefits impacts consumer evaluation, as well as identifying important factors that might moderate the resulting responses.
Design/methodology/approach
Three between-subjects experiments examine how claim credibility mediates the influence of extra affixed labels on product evaluation (Study 1). They also test whether the impact on consumer responses of extra affixed labels, with emphasis on the same vs different benefits as those printed on the front of a package (Study 2.1) or with a high or low relevance between their claimed benefits and the front-of-package stated ingredients (Study 2.2), is dependent upon individuals’ need for cognition.
Findings
Results show the power of extra affixed labels in improving product evaluation. Claim credibility mediated the observed effects of extra affixed labeling. Yet, the favorable effects of extra affixed labels for individuals high in need for cognition is diminished when expressed in a different (vs same) claim from those printed on the package front or the claim about product benefits is low (vs high) relevance to the declared ingredients. The reverse holds true for those low in need for cognition.
Originality/value
This study advances knowledge on the effects of extra affixed label claims on product evaluation.
Keywords
Citation
Ku, H.-H. and Chen, P.-T. (2023), "Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation", Journal of Product & Brand Management, Vol. 32 No. 3, pp. 454-471. https://doi.org/10.1108/JPBM-07-2021-3592
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited