Norms for 150 consumer products: Perceived complexity, quality objectivity, material/experiential nature, perceived price, familiarity and attitude

Abstract

Consumer products are widely used as stimuli across several research fields. The use of consumer products as experimental stimuli lacks, however, the support of normative data regarding product features variability. In this work, we provide a first set of norms for people's perceptions of 150 consumer products regarding six relevant dimensions: product perceived complexity, quality objectivity, material/experiential nature, perceived price, familiarity and attitude. Products available in this normative database showed good overall distribution across the range of the dimensions evaluated. Obtained correlations between some of these dimensions provided evidence of how they can be confounded across products, further justifying the need to control for these dimensions. These norms should aid future research by allowing researchers to select products according to specific attributes and achieve appropriate experimental control. The norms here provided should also aid consumer behavior practitioners (such as marketers and advertisers) by providing insights as to how consumers perceive products along relevant dimensions.

Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers

“…The obtained results are mostly consistent with studies showing that a consumer who is familiar with a product processes information differently than a buyer with no prior knowledge of the product (Rao and Monroe, 1988;Shehryar and Hunt, 2005;Notaro and Paletto, 2021). In fact, being familiar with a product is likely to reduce consumer's sense of risk related to a product, thus consumers might feel more confident when buying products that they already know or they have used in the past (Kim and Kwon, 2018;Loureiro et al, 2020;Verbeke et al, 2009). This might suggest that consumers with a greater product familiarity have a more positive attitude towards the product compared to buyers with no prior knowledge of the product.…”

“…Product familiarity has been related to several marketing-related issues, such as message acceptance, product preference, product satisfaction, and product quality (Marks and Olson, 1981;Schnurr et al, 2017;Sirgy, 1981;Torrico et al, 2019). Studies suggest that consumers who are familiar with a product can process information about the product more efficiently than buyers with no prior knowledge of the product (Loureiro et al, 2020;Shehryar and Hunt, 2005;Zhang et al, 2017). In fact, strong familiarity with a product can undercut a consumer's sense of risk associated with the product (Kim and Kwon, 2018); thus, the consumer feels more certain in buying it (Herrera and Blanco, 2011;Verbeke et al, 2009).…”

“…In fact, strong familiarity with a product can undercut a consumer's sense of risk associated with the product (Kim and Kwon, 2018); thus, the consumer feels more certain in buying it (Herrera and Blanco, 2011;Verbeke et al, 2009). Several TPB studies show that past behavior can help to explain future behaviors (Carfora et al, 2019;Conner and Armitage, 1998;de Bruijn, 2010), suggesting that consumers' familiarity with a product has an impact on their purchase intention (Chéron and Hayashi, 2001;Loureiro et al, 2020;Marks and Olson, 1981;Sabbe et al, 2008). For instance, Marks and Olson (1981) investigated the influence of product familiarity on purchase intention.…”

Analysing consumer behavioural intention on sustainable organic food products

“…Consumers who have purchased or used the organic food will have a higher probability of repurchasing. consumer who is familiar with a product processes information differently than a buyer with no prior knowledge of the product (Notaro & Paletto, 2021;Rao & Monroe, 1988;Shehryar & Hunt, 2005) In fact, being familiar with a product is more likely to reduce consumer's sense of risk related to a product, thus consumers might feel more confident when buying products that consumers already know or consumers have used in the past (Kim & Kwon, 2018;Loureiro et al, 2020b;Verbeke et al, 2009). This might suggest that consumers with a greater product familiarity have a more positive attitude towards the product compared to buyers with no prior knowledge of the product.…”

“…Consumer product familiarity (indirect experience) with a sustainable organic food is considered as consumer's general familiarity with organic product produced with a specific eco-friendly farming. Existing studies suggest that consumers who are familiar with a product can process information about the product more efficiently than buyers with no prior knowledge of the product (Loureiro et al, 2020b;Shehryar & Hunt, 2005). (Marks & Olson, 1981)investigated the effect of product familiarly on purchase intention.…”