Do They Really Need Ozempic? Perceived Product Need Shapes Inferences of Product Efficacy and Persuasive Intent

Consumer needs guide product development and marketing strategy, yet little is known about how consumers judge product necessity—and how these judgments shape persuasion. This research introduces perceived product need as a foundational construct in consumer evaluation. We first identify three core dimensions that inform perceptions of necessity: whether a product addresses a bodily deficiency, solves an immediate problem, or is difficult to substitute. Next, we test the theory that advertisements for less needed products are perceived as more manipulative, which in turn reduces beliefs about product efficacy, even when product features are held constant. Via efficacy beliefs, perceived product need influences marketing and policy relevant outcomes, including word-of-mouth, product uptake, and support for restrictive regulation. These findings uncover both the structure and consequences of perceived product need through a multi-method approach—including qualitative analysis, six controlled experiments (n = 4,636), and an advertising field study (n = 27,990)—highlighting perceived need as a psychological lens through which consumers evaluate both advertising intent and product efficacy.