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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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