The Unexpected Implications of Product Descriptors on Product Perceptions

Meaningless descriptors make products seem more expensive by increasing uncertain about the product’s characteristics, which leads consumers to assume the product is a more exceptional (i.e., special, unique, fancy) one. Additionally, in the case of food products, the uncertainty increases the risks associated with consumption, decreasing perceptions of anticipated taste.



Citation:

Ernest Baskin and Peggy Liu (2017) ,"The Unexpected Implications of Product Descriptors on Product Perceptions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 47-51.

Authors

Ernest Baskin, Saint Joseph's University, USA
Peggy Liu, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Featured

The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.