主题：The Randomization Effect: The Influences of Randomized Product Display on Consumers’ Shopping Experience
报告人：陶陶 香港中文大学 博士
时间：2016-11-15 15:30 至 17:00
Extant literature suggests that organizing products by category benefits consumers. This research, however, examines when a randomized product display can have a positive influence on consumers’ shopping evaluations. Via five experiments involving different types of products, the authors show that a randomly displayed product set can elicit a higher level of arousal compared to a categorized set, which in turn polarizes consumers’ pleasant feelings associated with their shopping experience, resulting in greater choice satisfaction and shopping experience. In addition, the authors show that the positive randomization effect occurs primarily when consumers do not have a clear shopping goal, and when they treat shopping as a pleasant activity. When consumers are motivated to search for a particular type of products and/or when shopping is considered unpleasant, consumers are more likely to benefit from a categorized (vs. randomized) product display.