The Unbearable Heaviness of Information: More Product Information = Higher Product Weight
This research demonstrates that consumers perceive a product as heavier when more information is provided on product packages or promotional messages. This effect is driven by people’s lay theory that “information has actual weight and more information has more weight” and it further alters consumers’ quality inferences and willingness-to-pay.
Sheng Bi and Kunter Gunasti (2019) ,"The Unbearable Heaviness of Information: More Product Information = Higher Product Weight", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 24-28.
Sheng Bi, Washington State University, USA
Kunter Gunasti, Washington State University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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