News Release

An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

Peer-Reviewed Publication

PLOS

Consumer responses to rebranding to address racism

image: The findings suggest that consumers may be less likely to like, trust and buy a product after such a change. view more 

Credit: TheCulinaryGeek, Flikr, CC-BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

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Article URL:  https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0280873

Article Title: Consumer responses to rebranding to address racism

Author Countries: USA

Funding: The authors received no specific funding for this work.

Journal

PLoS ONE

DOI

10.1371/journal.pone.0280873

Article Title

Consumer responses to rebranding to address racism

Article Publication Date

8-Feb-2023

COI Statement

The authors have declared that no competing interests exist.

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