Product Transparency in Online Selling Mechanisms: Consumer Preference For Opaque Products

We examine consumer preference for “opaque” offers in online selling, where some product attributes are initially concealed from buyers and revealed only once a purchase has been completed. Findings from a series of experiments show that this preference is governed by three forces – sidestepping a difficult choice, exploration, and excitement.



Citation:

Lucas Stich, Martin Spann, and Gerald Häubl (2018) ,"Product Transparency in Online Selling Mechanisms: Consumer Preference For Opaque Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 242-246.

Authors

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young

Daniela Ferreira, Federal University of Rio de Janeiro

Read More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.