Usar 'ciência' para comercializar biscoitos e outros produtos destinados ao prazer sai pela culatra com os consumidores
Mais de 10 estudos, examinamos quando os consumidores gostam de produtos criados com ciência e quando não gostam. Descobrimos que depende do que o profissional de marketing estão tentando vender: prazer ou praticidade.
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)
A ciência faz o prazer. Billy Burdette/EyeEm via Getty Images
A grande ideia
Quando as empresas dizem que um produto destinado ao prazer foi desenvolvido usando a ciência, os consumidores são menos propensos a comprá-lo. Foi o que descobrimos em nossa pesquisa revisada por pares .
Os profissionais de marketing geralmente descrevem como um produto foi cientificamente desenvolvido em suas promoções , na embalagem do produto e nos sites . Mais de 10 estudos, examinamos quando os consumidores gostam de produtos criados com ciência e quando não gostam. Descobrimos que depende do que o profissional de marketing estão tentando vender: prazer ou praticidade.
Em nosso primeiro estudo, recrutamos 511 alunos para selecionar um biscoito de chocolate entre três opções em um menu: Gosto de chocolate delicioso, Nosso biscoito mais delicioso e Loads of theoey-gooey chocolate chunk. A metade dos alunos, no entanto, foi dito que a primeira opção foi desenvolvida cientificamente para ter um sabor delicioso de chocolate.
Os participantes informados sobre o envolvimento da ciência tiveram 31% menos chances de escolher a primeira opção em relação as outras duas. Isso sugere que as pessoas não gostam de associar ciência a guloseimas deliciosas todas idênticas e dadas aos alunos.
Dois estudos semelhantes envolvendo cookies confirmaram essa descoberta e atédemonstraram que a simples menção de “ciaªncia†pode ser um desvio.
Em um estudo separado envolvendo smoothies, nosso objetivo era descartar diferentes influências sobre esses achados. Pedimos a 402 pessoas no site de crowdsourcing online MTurk que avaliassem seu interesse em comprar um smoothie depois de ler um slogan de marketing. Eles leram aleatoriamente uma das duas frases: Nosso rigoroso processo de desenvolvimento científico garante que os smoothies JTB tenham um sabor delicioso, indulgente e cremoso ou garantimos que os smoothies JTB tenham um sabor delicioso, indulgente e cremoso.
Descobrimos que aqueles informados sobre a ciência eram 14% menos propensos a querer comprar o smoothie do que os outros.
Nosso objetivo era ver se esses achados também se aplicariam a produtos não consumiveis, que podem ser vistos como prazerosos e práticos.
Em um estudo, pedimos a 1.013 americanos no MTurk para revisar uma mensagem promocional sobre uma marca de sabonete líquido e avaliar suas intenções de compra. Metade leu que a lavagem do corpo imergir os seus sentidos em uma experiência indulgente com apelo ao prazer os enquanto os outros aprenderam que aœlavara¡ as bacterianas causadoras de odores apelo prático. Além disso, metade dos participantes de cada grupo foram informados de que o produto foi desenvolvido cientificamente ou não receberam informações sobre seu desenvolvimento.
Descobrimos que os participantes que receberam o apelo do prazer eram muito menos propensos a querer comprar o produto quando informados de que a ciência estava envolvida. Mas aqueles que foram informados de suas qualidades mais utilitárias eram mais propensos a comprar quando a ciência era mencionada.
Estudos subsequentes mostraram que as empresas podem reduzir esse efeito de tiro pela culatra enfatizando que a ciência é necessária para produzir o produto como explicando que a química necessária para a panificação. Também descobrimos que as pessoas que tem alto grau de confiança em cientistas ou trabalham em áreas afins não respondem negativamente a menção a ciência.
Por que isso importa
A ciência e o método científico são vitais para produzir praticamente tudo o que você ao seu redor, de computadores e smartphones a xampu e os você adivinhou os biscoitos de chocolate .
Mas nossos estudos sugerem que muitos consumidores tem sentimentos contraditórios sobre a promoção da ciência no desenvolvimento de produtos.
Acreditamos que isso ocorre porque as pessoas estereotipam o processo científico como competente, mas frio, semelhante ao que estereotipam os cientistas . Como consumidores, as pessoas tendem a associar prazer e prazer sensorial com calor . Dito de outra forma, foi a sensação de que um produto focado no prazer um estranho ajuste com a ciência que reduziu o desejo das pessoas de comprá-lo.
O que ainda não se sabe
Pesquisas futuras podem explorar outras maneiras de desativar o efeito de tiro pela culatra da ciência para produtos focados no prazer. Ainda não sabemos se existem maneiras de mudar as crenças das pessoas sobre a ciência para que não pareça um descompasso com o prazer.
Rebecca Walker Reczek
Berry Chair of New Technologies in Marketing e Professor of Marketing, The Ohio State University
Aviva Philipp-Muller
Doutorando em Psicologia Social, The Ohio State University
John Costello
Professor Assistente de Marketing, Universidade de Notre
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