Arranged to Distraction: How Categorizing Products with Complements versus Substitutes Alters the Experience of Product Choice

E. van Herpen, K. Diehl, C. Poynor

Research output: Contribution to journalAbstractAcademic

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
Original languageEnglish
Pages (from-to)82-83
JournalAdvances in Consumer Research
Volume35
Issue number1
Publication statusPublished - 2008

Fingerprint

Research
Substitute
Complementary products
Product choice
Consumer decision
Decision process
Organizing

Keywords

  • search costs
  • recognition
  • strategies
  • customer
  • models

Cite this

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title = "Arranged to Distraction: How Categorizing Products with Complements versus Substitutes Alters the Experience of Product Choice",
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",
keywords = "search costs, recognition, strategies, customer, models",
author = "{van Herpen}, E. and K. Diehl and C. Poynor",
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language = "English",
volume = "35",
pages = "82--83",
journal = "Advances in Consumer Research",
issn = "0098-9258",
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Arranged to Distraction: How Categorizing Products with Complements versus Substitutes Alters the Experience of Product Choice. / van Herpen, E.; Diehl, K.; Poynor, C.

In: Advances in Consumer Research, Vol. 35, No. 1, 2008, p. 82-83.

Research output: Contribution to journalAbstractAcademic

TY - JOUR

T1 - Arranged to Distraction: How Categorizing Products with Complements versus Substitutes Alters the Experience of Product Choice

AU - van Herpen, E.

AU - Diehl, K.

AU - Poynor, C.

N1 - Meeting Abstract

PY - 2008

Y1 - 2008

N2 - 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

AB - 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

KW - search costs

KW - recognition

KW - strategies

KW - customer

KW - models

M3 - Abstract

VL - 35

SP - 82

EP - 83

JO - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

IS - 1

ER -