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.
Citation:
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.
Authors
Tao Tao, The Chinese University of Hong Kong, HK, CHINA
Leilei Gao, The Chinese University of Hong Kong, HK, CHINA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection
Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA
Featured
Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination
Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA
Featured
Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation
Laura R Oswald, Marketing Semiotics