Inside Out: Product Essence Is Perceived to Be Concentrated in the Center of a Group of Products
When multiple identical products are arranged as a group, consumers perceive greater product essence at the center (vs. edge) of the group. As such, products from the center (vs. edge) are perceived to be more effective and more likely to be chosen when the product’s essence is valued (vs. devalued).
Kunter Gunasti, Noah VanBergen, and Caglar Irmak (2018) ,"Inside Out: Product Essence Is Perceived to Be Concentrated in the Center of a Group of Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 133-137.
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA
NA - Advances in Consumer Research Volume 46 | 2018
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