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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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