Publication Type
Journal Article
Version
acceptedVersion
Publication Date
5-2024
Abstract
Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such as peer-to-peer selling and social media advertising. Subsequently, seven laboratory and online experiments show when and how anatomical depiction elicits simulated assemblage (Studies 1A–C), test the process underlying the effect of anatomical depiction on product valuation (Studies 2A–B), and delineate two boundary conditions, showing that the positive effect of anatomical (vs. non-anatomical) depiction attenuates for consumers higher (vs. lower) in technology anxiety (Study 3) and when consumers have a hedonic (vs. utilitarian) consumption goal (Study 4). Collectively, this work provides insights to firms on how and when to use anatomical depiction to enhance consumers’ confidence in and valuation of the product.
Keywords
product depiction, gestalt, perceptual grouping, mental imagery, consumer confidence, performance risk, uncertainty, exploded view
Discipline
Graphic Communications | Marketing
Research Areas
Marketing
Publication
Journal of Marketing
ISSN
0022-2429
Identifier
10.1177/00222429241257911
Publisher
SAGE Publications
Citation
KANG, Seo Yoon; KIM, Junghan; and LAKSHMANAN, Arun.
Anatomical depiction: How showing a product's inner structure shapes product valuations. (2024). Journal of Marketing.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7493
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1177/00222429241257911