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The overlapping effect: impact of product display on price–quality judgments

Author

Listed:
  • Lu Monroe Meng

    (Southwest Jiaotong University)

  • Tianhui Fu

    (Renmin University of China)

  • Shen Duan

    (Renmin University of China)

  • Yijie Wang

    (University of Warwick)

  • Yushi Jiang

    (Southwest Jiaotong University)

Abstract

Product overlapping display is widely used in high-imagery ads, shopping websites, and retail displays. However, little is known about whether and how product overlapping display influences consumers’ use of heuristics in their decisions. The research seeks to fill this gap by examining the link between product overlapping display and consumers’ tendency to use price to judge product quality. Four experiments designed to address this question revealed that an overlapping product display increases consumers’ tendency to make price–quality judgments, driven by their lower perceived uniqueness of products and higher perceived product entitativity. However, this effect is shown to be dismissed when the product is hedonic.

Suggested Citation

  • Lu Monroe Meng & Tianhui Fu & Shen Duan & Yijie Wang & Yushi Jiang, 2024. "The overlapping effect: impact of product display on price–quality judgments," Marketing Letters, Springer, vol. 35(1), pages 107-128, March.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:1:d:10.1007_s11002-023-09684-5
    DOI: 10.1007/s11002-023-09684-5
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    References listed on IDEAS

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