Congruency Effect of Brand Status and Vertical Display Positions

Can an optimal position of a product vary? An inference-based mechanism of position explains that people draw inferences from the position an object occupies based on their pre-existing beliefs. The current research investigates the effect of the vertical position of brands by implying that the concept of power relates to a vertical position. Results indicate that brand status and vertical display position has a congruency effect, where the brand value perception increases (decreases) when there is a match (mismatch) between the two. Brands of high (low) status are more favorably evaluated when placed in a high (low) vertical position. The effect of vertical position appears only when the concept of power is activated beforehand and disappears when there is lack of the prime of the concept of power.


Kiwan Park, Sukhyun Kim, and Yeojin Youn (2011) ,"Congruency Effect of Brand Status and Vertical Display Positions", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 25-26.


Kiwan Park, Seoul National University, Korea (South)
Sukhyun Kim, Seoul National University, Korea (South)
Yeojin Youn, Seoul National University, Korea (South)


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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