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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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