Akjoine oil, used to relieve muscle pains, was also believed to be highly effective against sun burns for many years. This belief was strongly followed by consumers primarily because these claims could not be disconfirmed by usage. This is an example of consumers supporting hypotheses derived from advertising because:

Question

Quizplus · Accepted Answer

The ambiguity of the consumption experience is the key factor in this scenario. Consumers believed in the effectiveness of Akjoine oil against sunburns because it was not easy to disconfirm its use. Since sunburns take time to appear, and the impact of the oil may depend on various factors, the consumption experience is ambiguous. Consumers tend to prefer claims that cannot be disconfirmed easily or immediately, and they continue to believe in their effectiveness, which is what happened in the case of Akjoine oil.

Akjoine Oil, Used to Relieve Muscle Pains, Was Also Believed