Thursday, February 09, 2023

An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

Peer-Reviewed Publication

PLOS

Consumer responses to rebranding to address racism 

IMAGE: THE FINDINGS SUGGEST THAT CONSUMERS MAY BE LESS LIKELY TO LIKE, TRUST AND BUY A PRODUCT AFTER SUCH A CHANGE. view more 

CREDIT: THECULINARYGEEK, FLIKR, CC-BY 2.0 (HTTPS://CREATIVECOMMONS.ORG/LICENSES/BY/2.0/)

An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

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Article URL:  https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0280873

Article Title: Consumer responses to rebranding to address racism

Author Countries: USA

Funding: The authors received no specific funding for this work.

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