Treasure Hunting in a Mess! the Positive Un-Categorization Effect on Choice Evaluation
This research identifies the treasure hunting effect induced by un-categorized choice sets. In two studies, we demonstrate that un-categorized choice sets would increase the enjoyment of shopping experience, which in turn increase choice evaluation. Further, ideal point availability moderates the valence of this un-categorization effect.
Leilei Gao and Tao Tao (2014) ,"Treasure Hunting in a Mess! the Positive Un-Categorization Effect on Choice Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 784-784.
Leilei Gao, The Chinese University of Hong Kong, China
Tao Tao, The Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 42 | 2014
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA
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Christopher Hsee, University of Chicago, USA