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

  • 30-06-2023
Published in:
Authors
Lu Monroe Meng
Tianhui Fu
Shen Duan
Yijie Wang
Yushi Jiang
Published in
Marketing Letters | Issue 1/2024

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Abstract

The study investigates how product displays affect consumers' price-quality judgments, focusing on overlapping and non-overlapping displays. It finds that overlapping displays increase the tendency to use price as a quality indicator, driven by decreased perceived uniqueness and increased product entitativity. The effect is moderated by product type, with hedonic products showing no difference between display types. The article contributes to the literature by identifying visual cues' influence on price-quality judgments and suggesting retail strategies to maximize persuasiveness.
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Title
The overlapping effect: impact of product display on price–quality judgments
Authors
Lu Monroe Meng
Tianhui Fu
Shen Duan
Yijie Wang
Yushi Jiang
Publication date
30-06-2023
Publisher
Springer US
Published in
Marketing Letters / Issue 1/2024
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09684-5
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