Threshold Escalation in Product Lineups

Consumers often search for a previously-encountered product among many lookalikes. We find that in such “product lineups,” as consumers screen through more and more lookalikes in their quest to find the target product, they become increasingly conservative but – ironically – more likely to misidentify the target when it is finally encountered.



Citation:

Sang Kyu Park and Aner Sela (2019) ,"Threshold Escalation in Product Lineups", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 802-803.

Authors

Sang Kyu Park, University of Florida, USA
Aner Sela, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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