Why Consumers Rebel Against Slogans

Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business. Our research shows, however, that many slogans backfire—for example, causing consumers to spend money when they’re told they can save, or vice versa. In five studies […]

by

and

Eduardo B. Andrade

by

and

Eduardo B. Andrade

From the Magazine (November 2011)

Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business.

A version of this article appeared in the November 2011 issue of Harvard Business Review.

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JL

Juliano Laran is an assistant professor of marketing at the University of Miami. Amy N. Dalton is an assistant professor of marketing at Hong Kong University of Science and Technology. Eduardo B. Andrade is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.
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Juliano Laran is an assistant professor of marketing at the University of Miami. Amy N. Dalton is an assistant professor of marketing at Hong Kong University of Science and Technology. Eduardo B. Andrade is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.
EA

Juliano Laran is an assistant professor of marketing at the University of Miami. Amy N. Dalton is an assistant professor of marketing at Hong Kong University of Science and Technology. Eduardo B. Andrade is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.

New!

HBR Learning

Customer Focus Course

Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.

Learn how to keep your customers—and their most important needs—front and center.

Start Course

Learn More & See All Courses

Why Consumers Rebel Against Slogans

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