Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands

Abstract

Purpose The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product. Design/methodology/approach In three studies, oversatiation was measured or experimentally induced by having participants drink (too) much mineral water. Subsequently, participants watched advertisement of mineral water brands and control brands. Evaluations of the brands, buying intentions and estimates of future purchases of the advertised brands were measured. Findings Oversatiation negatively affected evaluations, buying intentions and estimates of future purchases of advertised mineral water brands. Importantly, a state of oversatiation did not affect evaluation of advertised brands not relevant to the overfulfilled goal. Originality/value Overconsumption of food and drinks can have detrimental health effects and results in large costs to society. While its health implications have received abundant scientific attention, little attention has been paid to the psychological consequences of the state of being oversatiated. Here, the authors show that the state of oversatiation (which might, for example, be very common during watching television commercials) can lead to particularly negative evaluations of advertised brands. As such, these findings have important marketing implications.