IT IS NOT JUST THE QUALITY THAT COUNTS: UNDERSTANDING HOW THE QUANTITY OF PRODUCTS AND DISTANCE BETWEEN PRODUCTS IN ADVERTISEMENTS AFFECT PRODUCT EVALUATION

Abstract

Millions of dollars are channeled every year towards commercials, product development and celebrity endorsements to ensure that the object sitting on the shelf is able to fulfill the identity need of the target consumer. In this paper, we believe in the existence of a simpler and vastly cheaper alternative that can contribute to the same intended effect. The crux of this thesis revolves around the effects that the quantity of products and the distance between products shown in advertisements have on the product’s ability to fulfill an identity need. In Study 1, we found that when there was a larger quantity of products in an advertisement as compared to a smaller quantity, individuals had a more positive evaluation of the product when they were in need for group identity. Conversely, they had a more negative evaluation when they were in need for self identity. We also discovered that when there was a smaller distance between products in an advertisement vs. a larger distance, individuals evaluated the product better if they were in need for group identity but gave a more negative evaluation if they were in need for self identity. In Study 2, we demonstrated that the effects of the first study only occurred when the product was intended for use in a social setting and were neutralized when the product was intended for use in a private setting. This paper aims to provide a pioneering foothold in identifying factors beyond product designs and brands that can affect the congruity between product and identity need. We also want to introduce the role of anthropomorphism in causing the factors of product quantity and distance to bring about the hypothesized effects. This research will generate results that marketers can rely upon to craft relevant strategies.