Why the Marketer's View Matters as Much as the Message

This research explored whether advertisements can insult consumers by underestimating their intelligence.

Why the Marketer’s View Matters as Much as the Message: Speaking Down to the Consumer Speaks Badly to a Brand’s Image

Micael Dahlén

Stockholm School of Economics

Sara Rosengren

Stockholm School of Economics

Edith Smit

Amsterdam School of Communication Research

Management slant

  • Consumers are mindful about how a message is communicated because it reveals information about the advertiser and its perceptions of its consumers.
  • If consumers perceive that the advertiser underestimates their intelligence, they feel insulted and react negatively toward the advertising.
  • Inferring that the advertiser does not think very highly of their intelligence, consumers expect that the offered product...

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