Treasure Hunting in a Mess! the Positive Un-Categorization Effect on Choice Evaluation

Leilei Gao, The Chinese University of Hong Kong, China
Tao Tao, The Chinese University of Hong Kong, China
This research identifies the treasure hunting effect induced by un-categorized choice sets. In two studies, we demonstrate that un-categorized choice sets would increase the enjoyment of shopping experience, which in turn increase choice evaluation. Further, ideal point availability moderates the valence of this un-categorization effect.
[ to cite ]:
Leilei Gao and Tao Tao (2014) ,"Treasure Hunting in a Mess! the Positive Un-Categorization Effect on Choice Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 784-784.