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



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