Reason to Believe or Reason to Not Doubt? A Behavioral Science Perspective on Brand Communication

In branding and, more specifically, brand communication there is the concept of reason to believe. In a nutshell, reason to believe is the argument supporting a (the) claim made by a brand. For example, a product line from the cosmetics brand Nivea claims to help women to prevent / reduce wrinkles. This sub-brand is Nivea Q10 or Nivea Q10 Plus. The claim of helping with wrinkles is supported by the argument (reason to believe) that these cosmetic products have the Coenzyme Q10. If we see people (consumers) as rational agents, the marketing / branding communication endeavor should go as follows: The brand makes a claim – promises a benefit for the consumer. In the example above this is dealin

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