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.
Citation:
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.
Authors
Hanna Kim, Chungnam National University, Korea
Andreas Eisingerich, Imperial College, U.K.
Gratiana Pol, University of Souther California, USA
Volume
NA - Advances in Consumer Research Volume 38 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Secret Consumption in Close Relationships
Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA
Featured
Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength
Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA
Featured
J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants
Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany