Monday, August 12, 2013

Scary Health Warnings Can Boost Sales

CARMON Ziv, STEINHART Yael, TROPE Yaacov
Scary Health Warnings Can Boost Sales Harvard Business Review 91, 10(2013) p. 30

The article discusses the advertising industry and the potential impact of reportedly scary warning labels on sales figures for consumer goods as of October 2013. According to the article, research reveals that a warning label can increase a product's appeal due to the building of trust between companies and consumers. An experiment involving a cigarette advertisement is mentioned, along with warning labels for erectile-dysfunction and hair-loss medication products.