Bigger Than Life: How Power Biases Product Size Perception

Jessica Keech, Temple University, USA
Maureen Morrin, Temple University, USA
A series of experiments shows that luxury brands are perceived to be physically larger after another luxury product has been recently consumed and when the consumer's need for power is high.
[ to cite ]:
Jessica Keech and Maureen Morrin (2014) ,"Bigger Than Life: How Power Biases Product Size Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 790-790.