The Appeal of Hidden Products

Aaron Brough, Northwestern University, USA
Can hiding a product from view increase its appeal? Normally, marketers aim to increase product visibility. However, this research suggests that products related to recently-fulfilled goals are evaluated more favorably when hidden than when visible. Given a limited attentional capacity, individuals may prefer not to clutter their visual field with potentially distracting objects such as products relevant to goals that have already been fulfilled. Concealing these products from sight enables consumers to focus on products relevant to active goals. Across several studies, I attempt to demonstrate that compatibility between an individual’s goal status and a product’s perceptual status enhances product attractiveness.
[ to cite ]:
Aaron Brough (2009) ,"The Appeal of Hidden Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 962-962.