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

Lu Monroe Meng, Tianhui Fu, Shen Duan, Yijie Wang and Yushi Jiang ()
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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

Marketing Letters, 2024, vol. 35, issue 1, No 8, 107-128

Abstract: 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.

Keywords: Product display; Perceived uniqueness; Product entitativity; Price–quality judgment (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-023-09684-5

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