Space between products on display: the impact of interspace on consumer estimation of product size

Yuli Zhang (), Hyokjin Kwak (), Marina Puzakova () and Charles R. Taylor ()
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Yuli Zhang: Stockton University
Hyokjin Kwak: Indian Institute of Management Ahmedabad
Marina Puzakova: Lehigh University
Charles R. Taylor: Villanova University

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 6, No 4, 1109-1131

Abstract: Abstract This research examines the effect that leaving space between products has on consumers’ estimation of product size. We theorize and empirically confirm that when space is left between products (i.e., the display is interspaced), consumers are better able to distinguish the product from the environment, which results in more attention being devoted to the product, and, in turn, larger estimation of the product’s size. Furthermore, we demonstrate downstream outcomes (i.e., consumer choices, purchase intentions) of the effect of interspatial product display on product size estimates; that is consumers react more favorably to products that are displayed in an interspatial product display when their product usage goals require large-sized products. Meanwhile, non-interspatial product displays are preferred when consumers holding a consumption goal geared to a small product size. Finally, we validate and solidify these novel interspace effects in both advertising and retailing contexts via a series of six studies including five different product types (e.g., shampoo, food, water bottle).

Keywords: Interspatial product display; Product display; Size perceptions; Consumers’ product usage goals (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11747-021-00772-4

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