Brands overthrow consumer perceptions that higher costs mean higher quality
Implications - Brands that are known to be more affordable are using various advertising platforms to intentionally deceive consumers into believing they are consuming products that are much more expensive than they already are. More than exposing the associations consumers often make that expensive and minimally branded products are higher in quality, these campaigns push to subvert those notions. This shift allows for brands that are associated with cheaper products or services to push past negative assumptions about the quality of their products, and reframe consumers' perspective – while still holding on to their consumer base and core values. [More]
