Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Gel or whitening? Consumer choice and product organization

19.06.2013
Consumers choose lower-priced products and are more satisfied with their purchase when products are organized by benefits instead of features, according to a new study in the Journal of Consumer Research.

"It matters whether products are organized by features or benefits. Simply changing the way the same set of products is organized impacts how consumers process information and make choices," write authors Cait Poynor Lamberton (University of Pittsburgh) and Kristin Diehl (University of Southern California).

Consumers frequently shop for products that have been organized by both features and benefits. For example, Crest organizes toothpaste by features (pastes, gels, stripes) or benefits (whitening, flavor, sensitivity).

In one study, consumers were asked to choose from an assortment of nutrition bars organized either by benefits (muscle-building, fat-burning) or features (fruit bars, nut bars). Consumers perceived the products to be more similar (offering less variety) and therefore interchangeable when they were organized by benefits instead of features. The perception that products organized by benefits are less distinctive led consumers to focus on price and choose cheaper items.

Consumers should be aware that items organized by benefits might seem to be more similar than they actually are. By focusing solely on price, consumers may end up sacrificing quality to save money when they shouldn't. On the other hand, consumers should also be aware that they are more likely to notice differences when products are organized by features. This can prevent them from paying more for an item when the difference doesn't really matter.

"Companies have an almost infinite number of options in setting up their product assortments, especially online. Organizing options makes decision making easier, but the decision about how to organize also matters. As a form of choice architecture, assortment organization shouldn't be overlooked – it can make a big difference for both consumers and companies," the authors conclude.

Cait Poynor Lamberton and Kristin Diehl. "Retail Choice Architecture: The Effects of Benefit and Attribute-Based Assortment Organization on Consumer Perceptions and Choice." Journal of Consumer Research: October 2013. For more information, contact Cait Lamberton or visit http://ejcr.org/.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Consumer Research Gel flavor, sensitivity lower-priced products

More articles from Studies and Analyses:

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

nachricht New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: In best circles: First integrated circuit from self-assembled polymer

For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.

In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

Im Focus: Hybrid optics bring color imaging using ultrathin metalenses into focus

For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.

But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...

Im Focus: Stem cell divisions in the adult brain seen for the first time

Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.

The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...

Im Focus: Interference as a new method for cooling quantum devices

Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters

Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Japanese researchers develop ultrathin, highly elastic skin display

19.02.2018 | Information Technology

Dispersal of Fish Eggs by Water Birds – Just a Myth?

19.02.2018 | Ecology, The Environment and Conservation

Studying mitosis' structure to understand the inside of cancer cells

19.02.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>