The Upside of Choice-Set Un-Categorization

Three experiments demonstrated that under experiential shopping orientation, un-categorized choice set would enhance the arousal state, thereby increasing perceived pleasure, and as a result, increase choice evaluation and shopping experience. Further, this positive un-categorization effect occurred when the products were presented visually in pictures rather than verbally in texts.


Tao Tao and Leilei Gao (2015) ,"The Upside of Choice-Set Un-Categorization", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 267-268.


Tao Tao, The Chinese University of Hong Kong, HK, CHINA
Leilei Gao, The Chinese University of Hong Kong, HK, CHINA


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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