Blinding Beauty: How Unexpected Product Attractiveness Can Overpower Negative Information

Hanna Kim, Chungnam National University, Korea
Andreas Eisingerich, Imperial College, U.K.
Gratiana Pol, University of Souther California, USA
When an attractive product is paired with poor functionality information, showing the product picture last (rather than first) create a surprise response that overrides the impact of negative information on product quality perceptions. This is driven by consumers deriving superior quality inferences from product appearance when encountering the picture last.
[ to cite ]:
Hanna Kim, Andreas Eisingerich, and Gratiana Pol (2011) ,"Blinding Beauty: How Unexpected Product Attractiveness Can Overpower Negative Information ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.