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...