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



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