18K the Few the Better? Number of Functions and Product Effectiveness

In this research, we examine the effect of versatility in function on consumer judgment. In three studies, we demonstrate the Dilution Effect--claiming multiple functions currently could decrease products’ effectiveness judgment. We find a moderating effect of lay belief about versatility on the Dilution Effect.


Manqiong Shen, Xiuping Li, and Haizhong Wang (2019) ,"18K the Few the Better? Number of Functions and Product Effectiveness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 989-989.


Manqiong Shen, Sun Yat-Sen University, China
Xiuping Li, National University of Singapore, Singapore
Haizhong Wang, Sun Yat-Sen University, China


NA - Advances in Consumer Research Volume 47 | 2019

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