When Good Pictures Make For Good Products:Consumer Misattribution Effects in Virtual Product Presentation Environments

HYEJEUNG CHO, UNIVERSITY OF MICHIGAN
NORBERT SCHWARZ, UNIVERSITY OF MICHIGAN

When Good Pictures Make for Good Products:

Consumer Misattribution Effects in Virtual Product Presentation Environments

 

Hyejeung Cho, University of Michigan

Norbert Schwarz, University of Michigan

 

 

Abstract

 

Virtual product presentation technology allows consumers to “try on” a product by displaying it on their own digital image.  Three experiments were conducted to test our hypothesis that the more consumers like their photos, the more they like the product displayed on the photos.  The findings show that when consumers virtually try products on their digital image, they respond holistically to the image, but misread their response as arising from what they are focusing on: the product.  This misattribution, in turn, results in differential product preferences and evaluations.
[ to cite ]:
HYEJEUNG CHO and NORBERT SCHWARZ (2006) ,"When Good Pictures Make For Good Products:Consumer Misattribution Effects in Virtual Product Presentation Environments", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 637-638.