Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 369822
Title Arranged to Distraction: How Categorizing Products with Complements versus Substitutes Alters the Experience of Product Choice
Author(s) Herpen, E. van; Diehl, K.; Poynor, C.
Source Advances in Consumer Research 35 (2008)1. - ISSN 0098-9258 - p. 82 - 83.
Department(s) Marketing and Consumer Behaviour
Publication type Abstract in scientific journal or proceedings
Publication year 2008
Keyword(s) search costs - recognition - strategies - customer - models
Abstract Although much is known about how substitute products impact consumers¿ decision processes, little is known about how externally provided categorizations involving complementary items affect decisions. If consumers shop for a single target product, complementary items are objectively irrelevant. Yet, our research finds that organizing products with complements distracts consumers, increasing decision time and perceived effort. This distraction occurs across different physical arrangements and is not due to detailed examination of complementary products. At the same time, complementary categorizations are perceived as attractive and inviting, suggesting that their negative effects may be offset by creating an engaging, affectively positive experience
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