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

Share Proceeding

Featured papers

See More


G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More


Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More


Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption

Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.