Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire?

Abstract In this research, we propose that although consumers view the scientific process as competent, they also perceive it cold. Across 10 experimental studies, demonstrate these lay beliefs impact consumers’ reactions to marketers touting science behind their brands. Specifically, since hedonic attributes are associated with warmth, coldness is conceptually disfluent anticipated warmth of products and attributes, reducing product valuation. contrast, when positioned utilitarian, invoking in marketing appeals has a positive effect, perceived competence more compatible utilitarian products. We further necessity create made salient thus fluent, backfire effect attenuated. Finally, identify three theoretically practically relevant individual differences (endorsement belief, trust scientists, whether consumer works STEM field) moderate pairing hedonically