Purpose Companies often label a product’s ingredient with either its common or scientific name, but they lack clarity on when and why to prioritize one name type over the other in different marketing contexts. This study aims to explore whether and how treatment goals (i.e. curative vs preventative) affect consumers’ relative preference for products with scientific versus common ingredient names. Design/methodology/approach This research conducts five experiments to test the hypotheses and collects data through an online crowdsourcing platform (Credamo). Findings Consumers with curative (versus preventative) treatment goals consider efficacy more important than safety, which in turn leads them to prefer products with scientific (versus common) ingredient names. Moreover, the cure–prevent effect is attenuated among consumers who purchase for family members or friends. Consumers purchasing for a family member prefer products with common ingredient names, regardless of treatment goals. Consumers purchasing for a friend prefer products with scientific ingredient names, regardless of treatment goals. Originality/value This research expands our understanding of factors shaping consumer preferences for products with scientific versus common ingredient names and contributes to the growing body of research on treatment goals (i.e. curative vs preventative) and consumption targets (i.e. self-purchases vs other-purchases). The findings provide practical insights for managers seeking to leverage scientific or common ingredient names to effectively promote their products.
Haobin Yang (Mon,) studied this question.