The Influence of Causal Conditional Reasoning on the Acceptance of Product Claims

The believability of product claims depends on the consumer's ability to generate disabling conditions (i.e., other events blocking a cause from having its effect) and alternative causes (i.e., other events causing the outcome). The consideration of disabling conditions hurts the believability of product claims supported by arguments stated in a cause -> effect and a similar to effect -> similar to cause format, whereas the consideration of alternative causes hurts the believability of product claims supported by arguments stated in an effect -> cause and a -> similar to effect format. These results have implications for the selection of the most persuasive product claim format.