Effect of Unrelated Product Offers on Product Evaluations: the Role of Construal Level

Existing empirical work shows that providing consumers with product offers that are unrelated or irrelevant can sometimes decrease a product’s overall attractiveness (Simonson et al, 1994; Thota and Biswas, 2009), while some other studies show that such an offer enhances the product evaluation (Carpenter, Glazer and Nakamoto, 1994). The present study proposes construal level as a moderator to the effect of an unrelated product offer on product evaluation. We also test product inference as an explanation for the results obtained by introducing inferential judgement as a mediator to the influence of construal level on the evaluation of the product with an unrelated product offer.



Citation:

Jia Yun Florence Ng, Harmen Oppewal, and Mauricio Palmeira (2012) ,"Effect of Unrelated Product Offers on Product Evaluations: the Role of Construal Level", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 132-134.

Authors

Jia Yun Florence Ng, Monash University
Harmen Oppewal, Monash University
Mauricio Palmeira, Monash University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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