Products in Disguise: Communicating Product Benefits With Surface Mimicry

Six studies show that surface mimicry, that is a target product (e.g., healthy food) mimicking visual characteristics of another product (e.g., unhealthy food), activates a property mindset that induces values of salient, alignable attributes on which both products differ (e.g., tastiness) to transfer from the mimicked onto the target product.


Caroline De Bondt, Anneleen Van Kerckhove, and Maggie Geuens (2020) ,"Products in Disguise: Communicating Product Benefits With Surface Mimicry", 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: 328-330.


Caroline De Bondt, Ghent University, Belgium
Anneleen Van Kerckhove, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More


Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

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.