Stuff you missed during w/c 8th July 2024Thomas Bowden-GreenJul 15, 20241 min read1. The name of ingredients makes difference. Scientific names are best for ‘utilitarian’ products.2. Framing brand activism as ‘hopeful’ rather than ‘frustrating’ can inspire customers3. Being sponsored to endorse a brand reduces the authenticity of popular TikTok influencers4. Customers are ‘intrinsically’ motivated (internally driven) to purchase organic food5. Advertising styles can reduce the purchase intention for ‘lookalike’ products
1. The name of ingredients makes difference. Scientific names are best for ‘utilitarian’ products.2. Framing brand activism as ‘hopeful’ rather than ‘frustrating’ can inspire customers3. Being sponsored to endorse a brand reduces the authenticity of popular TikTok influencers4. Customers are ‘intrinsically’ motivated (internally driven) to purchase organic food5. Advertising styles can reduce the purchase intention for ‘lookalike’ products
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