L13. the Recipient Effect on Consumers’ Preference For Products Displayed in Different Horizontal Locations
This research proposes a recipient effect on products displayed in different horizontal locations. The congruence between recipient and product position increases information processing fluency, leading to favorable product attitudes. This effect is mitigated by making consumers conceptualize time vertically, or by changing purchasing scenarios from buying for others to selves.
Sheng Bi, Nik Nikolov, and Julio Sevilla (2018) ,"L13. the Recipient Effect on Consumers’ Preference For Products Displayed in Different Horizontal Locations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 900-900.
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
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