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Using ‘science’ to market cookies and other products meant for pleasure backfires with consumers

By Rebecca Walker Reczek, Berry Chair of New Technologies in Marketing and Professor of Marketing, The Ohio State University
Aviva Philipp-Muller, Doctoral candidate in Social Psychology, The Ohio State University
John Costello, Assistant Professor of Marketing, University of Notre Dame

New research found that consumers were less likely to buy a product associated with pleasure if marketers emphasized it was developed with science.

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