Looking Better By Making Others Look Worse: the Competitive Spillovers of Sustainability

With two extensive eye-tracking studies, we reveal that the introduction of a new attribute in a product assortment can increase the attention given to competing products. Moreover, we demonstrate that this increased attention, reflecting a verification search, negatively affects consumers┬┤ attitudes and choices for competing products.



Citation:

Kristina Subrtova, Ilona E. de Hooge, Ellen J. van Loo, and Hans van Trijp (2020) ,"Looking Better By Making Others Look Worse: the Competitive Spillovers of Sustainability", 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: 440-442.

Authors

Kristina Subrtova, Wageningen University, The Netherlands
Ilona E. de Hooge, Wageningen University, The Netherlands
Ellen J. van Loo, Wageningen University, The Netherlands
Hans van Trijp, Wageningen University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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