When a Good Thing Becomes a Better Thing: The Role of Lateral Display in Upcycled Product Advertisements

An upcycled product—a new product created from reused waste materials—has two identities: a past identity derived from the source materials and a present identity associated with the product’s current value. This research investigates how the lateral display of an upcycled product’s past identity relative to its present identity changes consumers’ evaluations of upcycled product advertisements and their word-of-mouth (WOM) intentions. Across...