The Upside of Randomization: the Influence of Uncategorized Product Display on Consumers’ Shopping Evaluation

Via five experiments, this research shows that relative to a categorized presentation, a randomized product presentation is likely to result in more favorable product evaluations and shopping. We identified feelings of arousal as the mediator of the positive randomization effect and the conditions under which this effect would occur.



Citation:

Tao Tao and Leilei Gao (2016) ,"The Upside of Randomization: the Influence of Uncategorized Product Display on Consumers’ Shopping Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 649-650.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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