Merely Accessible: Products May Be Effective Without Actual Consumption

David Faro, London Business School, UK
Monika Heller, London Business School, UK
Caglar Irmak, University of South Carolina, USA
We find that mere access to a product (without consuming it) can yield the same effect as consuming it. Participants with access to coffee were faster at a reaction-time task; those without access were slower. Participants with access to a dictionary solved more word puzzles; those without access solved fewer puzzles.
[ to cite ]:
David Faro, Monika Heller, and Caglar Irmak (2011) ,"Merely Accessible: Products May Be Effective Without Actual Consumption", 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.