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
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
###
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.
JOURNAL
PLoS ONE
ARTICLE TITLE
Consumer responses to rebranding to address racism
ARTICLE PUBLICATION DATE
8-Feb-2023
COI STATEMENT
The authors have declared that no competing interests exist.
No comments:
Post a Comment