Product Claims

Who believes your claims? Do your claims persuade? Do you own yours?

The claims made in marketing materials and packaging can shape how consumers feel about the brand. This can happen when the claims aid consideration and purchase but can work against the brand if the claims aren’t believed or if they deliver negative emotions.


Implicit tests can be used to evaluate the strength of belief in a claim, and also which brand they attribute the claim with. They can also be used to identify what kinds of feelings are associated with a claim.


  • The perceived value of a product’s claims
  • Whether a brand owns its own claims
  • The believability of a product’s claim
  • How well a claim persuades

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