Researchers at City University of New York, American University of Sharjah, and University of Lausanne say front-of-package labeling reduces purchase rejection in another way, too. It earns trust by the marketer portraying, “We reveal all to you.” These researchers then extended the logic to another example of in-your-face declarations—notices of photo retouching for products and services designed to enhance physical attractiveness.
The researchers note that when photo retouching is discovered in such marketing materials, consumers and consumer protection advocates use words like “immoral,” “unethical,” and “dishonest.” So what would be the effects of clearly labeling each such photo of a young woman with a moderate build as retouched to look highly slender? That’s the sort of notice the government of France requires from advertisers.
The experiment-based answer was that young female consumers had significantly more positive evaluations toward the ad than in cases where no notice was given. In fact, the item evaluations were more positive than in the case where the experiment’s participants were shown an unretouched ad and told it was not retouched. That’s the sort of thing done in an Aerie Advertising Campaign for American Eagle’s lingerie line, which read, “The girl in this photo has not been retouched! The real you is sexy!” The liking for an admitted retouched ad was higher than the liking for a boastful unretouched ad.
Three cautions here. First, these findings are found to apply most clearly to products and services in which solving a physical attractiveness problem is a major objective. The findings applied less clearly to items in which the major objective was to enhance a shopper’s perception of existing attractiveness. Second, a more positive attitude toward a product does not always translate into a substantially higher purchase rate. Third, there are circumstances, such child labor being used in the production of a product desired by the shopper, in which the shopper prefers to avoid your full disclosure.
Still, earning the trust of the consumer always pays off, and revealing to the consumer information you believe will be interesting to them and in their best interests to know does earn trust.
For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology
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Nourish Evaluation When Multiple Choice
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