期刊
JOURNAL OF RETAILING
卷 96, 期 2, 页码 266-281出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2019.08.003
关键词
Brand categorization; Brand status; Package shape; Lay theory; Visual branding
类别
资金
- National Natural Science Foundation of China [71472181]
- Department of Business Administration at the Gies College of Business
Ten studies examine package shape as a cue for brand status categorization. The authors show that products in tall, slender packages are more likely to be categorized as high-end products (high brand status) than those in short, wide packages (low brand status; studies 1 a&b). This effect is driven by a Shape-SES lay theory (a person's body shape is associated with his or her socioeconomic status) that consumers apply to categorize products as high versus low in brand status (studies 2a c), and this application process occurs spontaneously (studies 3a b). The authors showcase the retailing implications of this work in two contexts when consumers get free-sample products (study 4a) and when they engage in conspicuous consumption (study 4b). The theoretical contributions, retailing implications, and directions for future research are discussed. (C) 2019 New York University. Published by Elsevier Inc. All rights reserved.
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