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

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