Leaving Something For the Imagination: the Effect of Visual Concealment on Product Preference

Julio Sevilla, University of Georgia, USA
Robert Meyer, University of Pennsylvania, USA
Shenghui Zhao, University of Miami, USA
Marketers often deliberately conceal key visual aspects of their new products to generate consumer interest and information search. This research investigates when and how such tactics benefit or hurt product evaluations while documenting a new phenomenon, that mere curiosity increases product preference even in cases where additional information is unavailable.
[ to cite ]:
Julio Sevilla, Robert Meyer, and Shenghui Zhao (2014) ,"Leaving Something For the Imagination: the Effect of Visual Concealment on Product Preference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 200-204.