Where you say it matters: Why packages are a more believable source of product claims than advertisements

This research demonstrates that a marketing claim placed on a package is more believable than a marketing claim placed in an advertisement. In three studies, we show that the benefit of greater believability for packages is driven by perceptions of proximity. In general, consumers perceive packages, and thus the claims they offer, as closer to the product than ads and their respective claims. This perception of greater claim-to-product proximity is likely to make a claim seem more verifiable. Therefore, claim-to-product proximity is taken as a signal of the marketers' credibility, decreasing inferences of manipulative intent and thereby increasing claim believability and purchase likelihood.