From Perceived Conceptual Importance to Physical Weight Judgment: a Theme-Fit Analysis

Ke Zhang, The University of Hong Kong, Hong Kong
Echo Wen Wan, The University of Hong Kong, Hong Kong
Sara Kim, The University of Hong Kong, Hong Kong
Prior research shows that the physical weight judgment in a prior context can influence perceived importance of the product but not the other way around. We find evidences in three experiments that the conceptual importance can also influence the physical weight judgment and that this effect occurs in theme-fit conditions.
[ to cite ]:
Ke Zhang, Echo Wen Wan, and Sara Kim (2016) ,"From Perceived Conceptual Importance to Physical Weight Judgment: a Theme-Fit Analysis", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 767-767.