The Appeal of Hidden Products

Can hiding a product from view increase its appeal? Normally, marketers aim to increase product visibility. However, this research suggests that products related to recently-fulfilled goals are evaluated more favorably when hidden than when visible. Given a limited attentional capacity, individuals may prefer not to clutter their visual field with potentially distracting objects such as products relevant to goals that have already been fulfilled. Concealing these products from sight enables consumers to focus on products relevant to active goals. Across several studies, I attempt to demonstrate that compatibility between an individual’s goal status and a product’s perceptual status enhances product attractiveness.



Citation:

Aaron Brough (2009) ,"The Appeal of Hidden Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 962-962.

Authors

Aaron Brough, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Consumers' Journey into Access-Based Consumption

Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley

Read More

Featured

“Eww, It Has a Face!” Anthropomorphizing Food Products Deteriorates Consumption Experience

Roland Schroll, University of Innsbruck, Austria

Read More

Featured

Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example

Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore

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.