The Effect of Anatomical Product Representations on Consumer Outcomes
Online and print advertisements frequently use images showing a product’s internal components in the form of anatomical representations (e.g., exploded views). We examine the process underlying the effect of anatomical representations and show that they enhance relational knowledge about product architecture which reduces perceived performance risk and enhances product preference.
Seo Yoon Kang, Junghan Kim, and Arun Lakshmanan (2021) ,"The Effect of Anatomical Product Representations on Consumer Outcomes", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 314-315.
Seo Yoon Kang, University at Buffalo
Junghan Kim, Singapore Management University
Arun Lakshmanan, University at Buffalo
NA - Advances in Consumer Research Volume 49 | 2021
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