Communicating concrete and abstract product attributes: the role of evaluation mode and inter-attribute trade-offs

Figures & data

Figure 1. Conceptual model.

Figure 2. Final stimuli for Study 1 and Study 2 – descriptions of headphone models.

In the joint evaluation mode, ratings for the concrete- and abstract-superior options were presented side by side.

Figure 3. Effects of the evaluation mode (Study 1).

Figure 4. Serial mediation between the evaluation mode and the purchase intent (Study 1).

Figure 5. Mediation between the evaluation mode and the purchase intent (Study 1).

The number in brackets represents the total effect. *** p < .001, ns. – non-significant.

Figure 6. Mediation between the evaluation mode and the purchase intent (Study 2).

The number in brackets represents the total effect. ** p < .01, *** p < .001, ns. – non-significant.

Data availability statement

The datasets used in the current studies are available from the corresponding author upon reasonable request.