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



Share Proceeding

Featured papers

See More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes

Iris van Ooijen, University of Twente

Read More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

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.