Merely Accessible: Products May Be Effective Without Actual Consumption

We find that mere access to a product (without consuming it) can yield the same effect as consuming it. Participants with access to coffee were faster at a reaction-time task; those without access were slower. Participants with access to a dictionary solved more word puzzles; those without access solved fewer puzzles.


David Faro, Monika Heller, and Caglar Irmak (2011) ,"Merely Accessible: Products May Be Effective Without Actual Consumption", 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.


David Faro, London Business School, UK
Monika Heller, London Business School, UK
Caglar Irmak, University of South Carolina, USA


NA - Advances in Consumer Research Volume 38 | 2011

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