The Danger of Touting a Product as "the Best"

The Danger of Touting a Product as "the Best"

Author: 
Ma, Jingling
Publisher: 
Harvard Business School Press
Date published: 
2014
Record type: 
Responsibility: 
Roese, Neal J., jt. author
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 92, No. 10, October 2014, pp. 28
Abstract: 

A company has a great product and naturally wants consumers to think of it as the best they can buy. So the marketing team rolls out an advertising campaign showing why the product is superior to the competition on features and price and is rewarded with robust sales. Instead of being able to bask in that success, however, the company starts to hear a lot of complaints and get a lot of returns. Clearly, the strategy backfired--but why?

Language: 

CITATION: Ma, Jingling. The Danger of Touting a Product as "the Best" . : Harvard Business School Press , 2014. Harvard Business Review, Vol. 92, No. 10, October 2014, pp. 28 - Available at: http://library.au.int/danger-touting-product-best