Luxury goods in online retail: How high/low positioning influences consumer processing fluency and preference

Volume: 132, Pages: 136 - 145
Published: Aug 1, 2021
Abstract
Consumers describe luxury goods as “high-status” goods that are associated with the “upper class.” If these spatial metaphors are valid, then consumers should prefer luxury goods being positioned higher in the visual field in a consumer setting, which would be because of the psychological theory known as “processing fluency.” Fluency occurs when there is a congruence between two concepts, facilitating ease of processing and thereby liking. We...
Paper Details
Title
Luxury goods in online retail: How high/low positioning influences consumer processing fluency and preference
Published Date
Aug 1, 2021
Volume
132
Pages
136 - 145
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