Mixing It Up: the Influence of Unsystematic Product Arrangements on Assortment Processing, Exploratory Search, and Product Choice

Across field and lab studies, we show that unsystematic (versus systematic) product arrangements increase perceptual disfluency, which stimulates consumers’ exploration of alternatives that they would not have considered otherwise. In turn, more extensive exploratory search promotes in-depth processing of product information, ultimately rendering consumers more likely to purchase unfamiliar products.



Citation:

Maik Walter, Christian Hildebrand, Gerald Häubl, and Andreas Herrmann (2017) ,"Mixing It Up: the Influence of Unsystematic Product Arrangements on Assortment Processing, Exploratory Search, and Product Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 158-163.

Authors

Maik Walter, University of St. Gallen, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Liminal Motherhood: Relational Partners Experience of Liminality

Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, 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.