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



Share Proceeding

Featured papers

See More

Featured

Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, 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.