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.



Citation:

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.

Authors

Sheng Bi, Washington State University, USA
Kunter Gunasti, Washington State University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

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.