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Article: Product-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctiveness

TitleProduct-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctiveness
Authors
Issue Date2014
PublisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR
Citation
Journal of Consumer Research, 2014, v. 41 n. 2014, p. 342 - 360 How to Cite?
AbstractConsumer choice is often based on the relative visual appeal of competing products. Lay intuition, common marketing practice, and extant literature all suggest that more visual impressions help consumers distinguish products. This research shows that the opposite can occur. Rather than highlighting differences, seeing more pictures of products being compared can obfuscate perceptions, reduce distinctiveness and attractiveness of products, and increase choice uncertainty. Six experiments demonstrate that this “product-agnosia” effect is driven by shifts in the perceptual focus level of visual information processing. More visual impressions increased component-oriented and decreased gestalt-oriented perceptual focus, which undermined the distinctiveness of products distinguished on a gestalt level (e.g., by style). The effect reversed for products distinguished on a component level (e.g., by technical features). Overall, the efficacy of “showing more” depended on matching consumers’ visual-processing style and the level (gestalt vs. component) at which products are differentiated.
Persistent Identifierhttp://hdl.handle.net/10722/203547

 

DC FieldValueLanguage
dc.contributor.authorJia, SJen_US
dc.contributor.authorShiv, Ben_US
dc.contributor.authorRao, Sen_US
dc.date.accessioned2014-09-19T15:27:00Z-
dc.date.available2014-09-19T15:27:00Z-
dc.date.issued2014en_US
dc.identifier.citationJournal of Consumer Research, 2014, v. 41 n. 2014, p. 342 - 360en_US
dc.identifier.urihttp://hdl.handle.net/10722/203547-
dc.description.abstractConsumer choice is often based on the relative visual appeal of competing products. Lay intuition, common marketing practice, and extant literature all suggest that more visual impressions help consumers distinguish products. This research shows that the opposite can occur. Rather than highlighting differences, seeing more pictures of products being compared can obfuscate perceptions, reduce distinctiveness and attractiveness of products, and increase choice uncertainty. Six experiments demonstrate that this “product-agnosia” effect is driven by shifts in the perceptual focus level of visual information processing. More visual impressions increased component-oriented and decreased gestalt-oriented perceptual focus, which undermined the distinctiveness of products distinguished on a gestalt level (e.g., by style). The effect reversed for products distinguished on a component level (e.g., by technical features). Overall, the efficacy of “showing more” depended on matching consumers’ visual-processing style and the level (gestalt vs. component) at which products are differentiated.en_US
dc.languageengen_US
dc.publisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCRen_US
dc.relation.ispartofJournal of Consumer Researchen_US
dc.titleProduct-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctivenessen_US
dc.typeArticleen_US
dc.identifier.emailJia, SJ: jjia@hku.hken_US
dc.identifier.authorityJia, SJ=rp01801en_US
dc.identifier.doi10.1086/676600-
dc.identifier.hkuros238071en_US
dc.identifier.volume41en_US
dc.identifier.issue2014en_US
dc.identifier.spage342en_US
dc.identifier.epage360en_US

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