Influence of Contagious versus Noncontagious Product Groupings on Consumer Preferences

Journal of Consumer Research · 2009 · Volume 36 · Issue 1

Abstract

This article studies the influence of product groupings on consumer preferences. Specifically, it is proposed that when each product in two groups has an equal chance of a gain, consumers prefer to choose from a group that appears more contagious (e.g., products arranged close together, similarly, or symmetrically). However, when each product in two groups has an equal chance of a loss, consumers prefer to choose from a group that appears less contagious (e.g., products arranged apart, dissimilarly, or asymmetrically). Across three experiments, the effect is demonstrated, and contagion theory is used to explicate the underlying process.

Keywords

Behavioral Decision Theory, Choice (Brand or Product Level), Group/Interpersonal Influences, Judgment and Decision Making, Point of Purchase Displays

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