I’m smart enough to not want it: Underestimating consumers’ intelligence in advertising signals less consumer care

Conference paper

Micael Dahlén, Sara Rosengren, Edith Smit, Amna Kirmani and Helge Thorbjørnsen

ICORIA 2012 (Stockholm, 2012-06-28 - 2012-07-30)

2012

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Title: I’m smart enough to not want it: Underestimating consumers’ intelligence in advertising signals less consumer care
Creators - without role: Micael Dahlén - Stockholm School of Economics, Department of Marketing and Strategy
Sara Rosengren - Stockholm School of Economics, Department of Marketing and Strategy
Edith Smit - University of Amsterdam (NL)
Amna Kirmani - Robert H. Smith School of Business (US)
Helge Thorbjørnsen - Norwegian School of Economics and Business Administration (NO)
Conference: ICORIA 2012 (Stockholm, 2012-06-28 - 2012-07-30)
Identifiers: 991001480548306056
Academic Unit: Department of Marketing and Strategy
Language: English
Resource Type: Conference paper