Precisely Unique: Semantic Precision Increases Perceived Uniqueness of Cultural Products

Four experiments reveal a novel “precise-unique” heuristic whereby greater semantic precision of verbal description increases perceived uniqueness of cultural products. The effect is mediated by consumer’s cognitive process of registering category typicality across levels of precision. When a product is perceived atypical inherently, the effect of “precise-unique” heuristic is attenuated.



Citation:

Guang-Xin Xie and Ann Kronrod (2020) ,"Precisely Unique: Semantic Precision Increases Perceived Uniqueness of Cultural Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 954-957.

Authors

Guang-Xin Xie, University of Massachusetts Boston
Ann Kronrod, University of Massachusetts Lowell, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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