The Product-Agnosia Effect: How Increased Visual Scrutiny Reduces Distinctiveness

Jayson Jia, Stanford University, USA
Sanjay Rao, Stanford University, USA
Baba Shiv, Stanford University, USA
Although lay intuition suggests that increased visual observations helps distinguish products, we find across four experiments that increased visual observations of products can actually decrease their distinctiveness and attractiveness. We argue that this effect (product-agnosia) is driven by a shift in perceptual focus, from increased local- and decreased global- processing.
[ to cite ]:
Jayson Jia, Sanjay Rao, and Baba Shiv (2012) ,"The Product-Agnosia Effect: How Increased Visual Scrutiny Reduces Distinctiveness ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 790-790.