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

  • Written by: Rebecca Walker Reczek, Berry Chair of New Technologies in Marketing and Professor of Marketing, The Ohio State University
Using ‘science’ to market cookies and other products meant for pleasure backfires with consumersScience makes pleasure. Billy Burdette/EyeEm via Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

When companies say a product meant for pleasure was developed using science, consumers are less likely to buy it. That’s what we found in our peer-reviewed research.

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