11B Where to Place Green Products? Using “Up-Powerful” Metaphor to Promote Perceived Green Product Effectiveness

Consumer beliefs that green products are less effective than non-green products are a key barrier to purchase. Building on the conceptual metaphor literature linking verticality and power (i.e., up=powerfulness), we show that vertical shelf layout can be used to influence consumer perceptions of product strength, leading to greater purchase intentions.



Citation:

Kaeun Kim and Elizabeth Miller (2019) ,"11B Where to Place Green Products? Using “Up-Powerful” Metaphor to Promote Perceived Green 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: 978-978.

Authors

Kaeun Kim, University of Scranton, USA
Elizabeth Miller, University of Massachusetts, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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