Do They Really Need Ozempic? Perceived Product Need Shapes Moral Awareness and Inferences of Manipulative Intent

Perceptions of a product’s necessity can vary depending on its function, features, and relevance. How do consumers’ evaluation of a product differ depending on perceived product need? Six experiments (n = 4,839) and a large field study (n = 27,990) examining various operationalizations of perceived need (writing task, product function, product category, dietary restrictions), product type (medication, sleep-tracking app, supplements, skincare, food), and consumer outcomes (e.g., product interest, word of mouth, policy endorsements, ad click-through rates), identify two distinct effects of perceived product need on consumer responses and behavior. The first relates to product use: A product perceived as more necessary is judged as less risky because it is seen as less morally concerning. The second relates to advertising: A product perceived as less necessary is judged as less effective because its advertising is inferred to be more manipulative. We bring evidence for these dual processes by testing for mediation (Studies 3 and 4) and moderation (Studies 5 and 6). At a time when perceived need is shaped by peers on social media, influencers, and advertisers, our findings uncover important effects of perceived product need with implications for marketers and policymakers.