The Influence of Vertical Product Positions on Consumer Judgment

Jooyoung Park, Peking University HSBC Business School, China
William Hedgcock, University of Iowa, USA
The present research investigates the influence of vertical product position on consumers' metacognitive experiences and judgments. Three studies showed that people felt right and thus became more certain about their judgments when product locations matched their internal judgments (i.e., more preferred products were located at a higher space).
[ to cite ]:
Jooyoung Park and William Hedgcock (2014) ,"The Influence of Vertical Product Positions on Consumer Judgment", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 804-804.