The Pitfalls of Over-Communication in Marketing

This article discusses a study that examined the effects of sharing "upward counterfactual information" (UCI) - details about potential superior alternatives or defects - on consumers' impressions of products or services being marketed. The research found a "presenter-experiencer discrepancy," where marketers often believe sharing UCI will enhance buyers' impressions, but it actually worsens impressions due to differences in knowledge and perspective between the two parties. The article highlights the implications of this phenomenon, advising consumers to be aware of how UCI can distort evaluations, and marketers to exercise caution when communicating UCI, considering the consumer's knowledge level and the severity of any defects. Ultimately, it emphasizes the importance of understanding this discrepancy to avoid undermining marketing efforts.