Blinding Beauty: How Unexpected Product Attractiveness Can Overpower Negative Information
When an attractive product is paired with poor functionality information, showing the product picture last (rather than first) create a surprise response that overrides the impact of negative information on product quality perceptions. This is driven by consumers deriving superior quality inferences from product appearance when encountering the picture last.
Hanna Kim, Andreas Eisingerich, and Gratiana Pol (2011) ,"Blinding Beauty: How Unexpected Product Attractiveness Can Overpower Negative Information ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Hanna Kim, Chungnam National University, Korea
Andreas Eisingerich, Imperial College, U.K.
Gratiana Pol, University of Souther California, USA
NA - Advances in Consumer Research Volume 38 | 2011
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
A Salience Theory of Three Novel Exposure Effects
Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA
Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior
Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain