T zebiński, Wojciech; Ma ciniak, Bea a; Ka wowska, Joanna
A icle
Communica ing conc e e and abs ac p oduc a ibu es:
he ole o e alua ion mode and in e -a ibu e ade-o s
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: T zebiński, Wojciech; Ma ciniak, Bea a; Ka wowska, Joanna (2024) :
Communica ing conc e e and abs ac p oduc a ibu es: he ole o e alua ion mode and in e -
a ibu e ade-o s, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon,
Vol. 11, Iss. 1, pp. 1-19,
h ps://doi.o g/10.1080/23311975.2024.2306685
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/326013
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Cogen Business & Managemen
ISSN: 2331-1975 (Online) Jou nal homepage: www. and online.com/jou nals/oabm20
Communica ing conc e e and abs ac p oduc
a ibu es: he ole o e alua ion mode and in e -
a ibu e ade-offs
Wojciech T zebiński, Bea a Ma ciniak & Joanna Ka wowska
To ci e his a icle: Wojciech T zebiński, Bea a Ma ciniak & Joanna Ka wowska (2024)
Communica ing conc e e and abs ac p oduc a ibu es: he ole o e alua ion mode
and in e -a ibu e ade-offs, Cogen Business & Managemen , 11:1, 2306685, DOI:
10.1080/23311975.2024.2306685
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2306685
© 2024 The Au ho (s). Published by In o ma
UK Limi ed, ading as Taylo & F ancis
G oup
Published online: 25 Jan 2024.
Submi you a icle o his jou nal
A icle iews: 907
View ela ed a icles
View C ossma k da a
Ci ing a icles: 1 View ci ing a icles
Full Te ms & Condi ions o access and use can be ound a
h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20
Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2306685
Communica ing conc e e and abs ac p oduc a ibu es: he ole
o e alua ion mode and in e -a ibu e ade-o s
Wojciech zebiński , Bea a Ma ciniak and Joanna ka wowska
Collegium o Managemen and Finance, sgH Wa saw school o economics, Wa saw, Poland
ABSTRACT
P oduc s ad an ageous in e ms o conc e e echnical a ibu es (‘conc e e-supe io ’
p oduc op ions) a e, in e ms o abs ac a ibu es, o en e alua ed lowe han ce ain
compe i o s’ p oduc s (‘abs ac -supe io ’ op ions). wo esea ch ques ions a e add essed:
(1) how does he pu chase in en o ‘conc e e-supe io ’ op ions depend on he
e alua ion mode in p oduc p esen a ion in ol ing such in e -a ibu e ade-o s? (2)
Wha is he ole o p oduc in o ma ion us wo hiness, help ulness, and bene i
pe cep ion in he abo e ela ionship? in wo online expe imen s (s udy 1 in Polish
consume s, n = 427 and s udy 2 in eu opean consume s, n = 405), he join e alua ion
mode (i.e. a ‘conc e e-supe io ’ op ion p esen ed side-by-side wi h a compe i o ’s
‘abs ac -supe io ’ op ion) was con as ed wi h he sepa a e mode (i.e. only he
‘conc e e-supe io ’ op ion p esen ed). Pu chase in en , pe cei ed bene i s (s udies 1 and
2), pe cei ed us wo hiness, and help ulness (s udy 1) we e measu ed. Da a we e
analyzed wi h anOVa and P Ocess models. he indings indica ed ha he pu chase
in en ega ding he ‘conc e e-supe io ’ op ion was highe in he join e alua ion mode.
his e ec was media ed by he pe cei ed us wo hiness and help ulness o he
abs ac p oduc in o ma ion (which we e lowe in he join e alua ion mode), he
pe cei ed bene i s o he ‘conc e e-supe io ’ op ion (s udy 1), and i s conc e e a ibu es
(s udy 2). he pape applies he means-end chain heo y linking he concep s o
e alua ion mode and in e -a ibu e ade-o s. in p ac ical implica ions, i is sugges ed
ha ma ke e s can (1) p esen hei echnically ad an ageous p oduc s alongside he
co esponding compe i o s’ p oduc s highly a ed in hei abs ac a ibu es, (2)
emphasize he bene i s o he echnical ad an ages, and ques ion compe i o s’ high
abs ac -a ibu e a ings’ us wo hiness.
In oduc ion
P oduc inhe en a ibu es ha e been long e idenced as an essen ial de e minan o consume choice
be ween b ands and p oduc s (e.g. ha, 2021; haugom & Malase ska, 2019; hoek e al., 2000; hu e al.,
2020; k ys allis, 2013; Mye s, 2003; Pu h e al., 1999; su ikun & Meep om, 2021; zebiński e al., 2022;
Vo e al., 2022). While choosing p oduc s based on a ibu e in o ma ion, consume s may s uggle wi h
in e -a ibu e ade-o s (Be man e al., 2008; luchs e al., 2012; luchs & kuma , 2017; ska d e al., 2021).
namely, a p oduc may be highly e alua ed in one a ibu e bu conside ed weak in ano he a ibu e.
an impo an con ex o such a ade-o is he posi ioning s a egy based on conc e e s. abs ac p od-
uc in o ma ion (Fuchs & Diaman opoulos, 2010). Fo example, some p oduc op ions may be communi-
ca ed as ad an ageous in e ms o hei de ailed echnical cha ac e is ics (e.g. ‘wi e enhancemen wi h
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Wojciech zebiński [email p o ec ed].pl Collegium o Managemen and Finance, sgH Wa saw school o economics,
Wa saw, Poland
his a icle has been co ec ed wi h mino changes. hese changes do no impac he academic con en o he a icle.
h ps://doi.o g/10.1080/23311975.2024.2306685
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 28 no embe
2022
e ised 17 Decembe
2023
accep ed 13 Janua y
2024
KEYWORDS
P oduc communica ion;
pu chase in en ion;
e alua ion mode;
means-end chain;
in e -a ibu e ade-o ;
abs ac s. conc e e
p oduc a ibu es
REVIEWING EDITOR
hamida skand ani,
Managemen , Uni e si y
o Manouba, he highe
ins i u e o accoun ing
and Business
adminis a ion, Manouba,
unisia
SUBJECTS
social sciences;
Beha io al sciences;
consume Psychology;
economics, Finance,
Business & indus y;
Business, Managemen
and accoun ing;
Ma ke ing; consume
Beha iou ; Ma ke ing
communica ions; e ail
Ma ke ing
2 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
solid ma e ial’ in he case o headphones). se e al s udies demons a ed ha mo e conc e e in o ma ion
was pe cei ed mo e posi i ely by consume s (ellio e al., 2015; Feldman e al., 2006; Mille e al., 2007;
Pé ez e al., 2020; obinson & eile , 2018; Wul e al., 2021). speci ically, echnical nomencla u e in p od-
uc desc ip ions may e oke a posi i e imp ession o he p oduc ’s scien i ic sophis ica ion (hsee & sai,
2007; Wu e al., 2020). On he o he hand, some compe i o s’ p oduc op ions may be communica ed as
excelling in mo e abs ac a ibu es (e.g. ‘o e all du abili y’) ha could be ela ed o he company o
b and epu a ion ( us e al., 2021).
his esea ch uses he means-end chain heo y (Mec ) (gu man, 1982; liu e al., 2022; a akam &
Pe ison, 2023) as i s heo e ical unde pinning. acco ding o Mec , abs ac p oduc in o ma ion (a i-
bu e) is de ined as in o ma ion (a ibu e) less di ec ly ela ed o a p oduc (e.g. gene al p ope ies con-
nec ed wi h epu a ion, like headphones ‘du abili y’), while conc e e p oduc in o ma ion (a ibu e)
ela es o i s de ailed ea u es (e.g. echnical cha ac e is ics, like headphones ‘wi e enhancemen ’). hose
conc e e a ibu es may be ins umen al o he abs ac ones. ha is, consume s may conside he o -
me as a means o achie e he la e (e.g. wi e enhancemen may lead o he du abili y o headphones).
in he con ex o in e -a ibu e ade-o s (luchs & kuma , 2017; ska d e al., 2021), he p oduc op ion
which is posi ioned as echnically ad an ageous, hus, be e in e ms o conc e e a ibu es (he e called
‘conc e e-supe io ’, zebiński e al., 2021) may be pe cei ed as ela i ely weake in e ms o mo e abs ac ,
epu a ion- ela ed a ibu es. Meanwhile, some compe i o s’ p oduc op ions, posi ioned h ough abs ac
a ibu es (he e called ‘abs ac -supe io ’, zebiński e al. (2021)), may be pe cei ed as ela i ely weake in
e ms o hei conc e e a ibu es.
he way consume s esol e in e -a ibu e ade-o s may depend on he mode o p oduc e alua ion,
i.e. whe he wo p oduc al e na i es a e p esen ed sepa a ely (sepa a e e alua ion) o oge he (join e al-
ua ion) (hsee & lecle c, 1998). he concep o e alua ion mode has been hea ily s udied (hsee & sai, 2007;
hsee & Zhang, 2004, 2010; an e al., 2018; Zhao & Xia, 2020), also in he con ex o in e -a ibu e ade-o s
(hsee & lecle c, 1998; hsee & sai, 2007; hsee & Zhang, 2004, 2010). howe e , o he au ho s’ bes knowl-
edge, i s applica ions o he ade-o s be ween conc e e and abs ac p oduc a ibu es, ins umen ally
ela ed wi hin he means-end chain, a e no widely ep esen ed in he exis ing li e a u e. speci ically, he
ole o p oduc in o ma ion us wo hiness (Mille e al., 2007; obinson & eile , 2018; Wul e al., 2021),
p oduc in o ma ion help ulness (huang e al., 2020), and p oduc bene i pe cep ion (kha e, 2023) emains
unde s udied. in o he wo ds, he means-end chain heo y (Mec ) emains insu icien ly linked wi h he
concep s o e alua ion mode and in e -a ibu e ade-o s as i is no well e idenced how consume
esponse o abs ac s. conc e e p oduc a ibu es depends on he mode in which he p oduc op ion is
e alua ed (i.e. sepa a ely o oge he wi h ano he op ion, which con as s he o me in e ms o i s pe -
o mance in hose a ibu es). Fo ma ke e s a emp ing o make hei echnically ad an ageous
(‘conc e e-supe io ’) p oduc s mo e us ed and pe cei ed as mo e bene icial, his gap ep esen s he ol-
lowing dilemma: is i be e o p esen he ‘conc e e-supe io ’ p oduc op ion sepa a ely o join ly wi h
compe i o s’ ‘abs ac -supe io ’ p oduc op ions (i.e. he ones pe cei ed as excelling in abs ac a ibu es)?
aimed o b idge his gap in he applica ions o he means-end chain heo y (Mec ), he cu en esea ch
aises he ollowing esea ch ques ions: how does e alua ion mode de e mine consume e alua ion o ex-
ually p esen ed ‘conc e e-supe io ’ and ‘abs ac -supe io ’ p oduc s? Wha is he ole o p oduc in o ma ion
us wo hiness, help ulness, and bene i pe cep ion in he abo e ela ionship?
Below, i is p oposed ha he join ( s. sepa a e) e alua ion mode posi i ely a ec s he pu chase
in en o he conc e e-supe io p oduc op ion. wo no el unde lying mechanisms a e o e ed. as he
abs ac p oduc in o ma ion is nega i ely alenced in he case o ‘conc e e-supe io ’ op ions, he i s
p oposed mechanism is ela ed o he abs ac in o ma ion’s pe cei ed us wo hiness and help ul-
ness, which may be diminished in he join e alua ion. he second mechanism is ha consume s may
pe cei e he bene i s o he conc e e a ibu es o a conc e e-supe io op ion as s onge in he join
e alua ion. hose ela ionships a e e idenced in wo expe imen s using headphones as a p oduc ca -
ego y. he cu en esea ch applies he means-end heo y (Mec ) (gu man, 1982; liu e al., 2022;
a akam & Pe ison, 2023) o ad ance he knowledge abou e alua ion mode and in e -a ibu e
ade-o s (hsee & lecle c, 1998; hsee & sai, 2007; hsee & Zhang, 2004, 2010) by linking hose con-
cep s o he abs ac ness/conc e eness o p oduc in o ma ion, i s us wo hiness and help ulness, and
pe cei ed p oduc bene i s.
cOgen BUsiness & ManageMen 3
Concep ual backg ound
E alua ion mode
consume s may e alua e p oduc s in sepa a e s. join e alua ion modes (hsee & Zhang, 2004). in he sepa a e
e alua ion mode, consume s a e exposed o a single p oduc op ion, while in he join e alua ion mode, hey
see wo o mo e op ions simul aneously, side by side. se e al s udies demons a ed ha e alua ion mode
migh in luence p oduc e alua ion. Fo example, Zhao & Xia (2020) e idenced ha in he isual p esen a ion
o p oduc s, join e alua ion may lead o highe men al image y o he p esen ed p oduc s and, in u n, o
highe psychological owne ship and p oduc e alua ion. P esen ing a sea ch- ype p oduc (i.e. demanding an
excessi e amoun o in o ma ion be o e pu chase) on blogs was e idenced o make b and a i ude highe
when he p oduc was compa ed o ano he one ( s. sepa a ely) (Pan e al., 2014).
gi en he complexi y o he echnical aspec s o ce ain p oduc ca ego ies (e.g. consume elec on-
ics), join e alua ion is especially impo an o consume s. sales channels o e con enien oppo uni ies
o make compa isons be ween p oduc al e na i es. Fo example, amazon.com o e s he ‘compa e wi h
o he i ems’ unc ion, allowing use s o see se e al p oduc op ions (e.g. headphones models) a he
same ime and compa e ex ual in o ma ion abou hei a ibu es. as a esul , apa om iewing p od-
uc op ions in a sepa a e e alua ion mode (e.g. one headphone model on he sc een), consume s can
also iew he op ions join ly. speci ically, a p oduc op ion o a weak- epu a ion b and may be iewed
sepa a ely o side by side wi h a p oduc op ion o a s ong- epu a ion compe i o ’s b and.
The con ex o in e -a ibu e ade-o s
e alua ion mode may de e mine consume esponse o in e -a ibu e ade-o s. Fo example, p oduc
al e na i es wi h in e -a ibu e ade-o s may be e alua ed highe in he sepa a e ( s. join ) mode when
hey we e be e ( s. wo se) han a hi d al e na i e p esen ed in ad ance (hsee & lecle c, 1998).
in e -a ibu e ade-o s a e gene ally conside ed an impo an aspec o consume decision-making, as
hey may engage consume s emo ionally (Be man e al., 2008). he e aluabili y heo y (hsee & sai,
2007; hsee & Zhang, 2004, 2010) posi s ha in he join ( s. sepa a e) e alua ion, he a ibu es ha a e
mo e di icul o e alua e inhe en ly a e mo e in luen ial in consume esponse. speci ically, a ibu es
ela ed o nume ic alues may be inhe en ly ine aluable, ha is, incomp ehensible o consume s in he
sepa a e e alua ion mode i consume s ha e no s anda d o e e ence o hose alues. howe e , when
such an a ibu e is p esen ed in he join e alua ion, consume s may easily compa e he nume ic alues
and e alua e p oduc s using his a ibu e. his way, he e alua ion mode may shi consume e alua-
ions in he case o in e -a ibu e ade-o s whe e one a ibu e is nume ic, and ano he one is inhe -
en ly e aluable ( an e al., 2018).
in e -a ibu e ade-o s may in ol e abs ac s. conc e e p oduc a ibu es. he concep o abs ac -
ness ( s. conc e eness) o p oduc a ibu es s ems om he means-end chain heo y (Mec ) (gu man,
1982; liu e al., 2022; a akam & Pe ison, 2023) posi ing ha consume p oduc knowledge is o ganized
along he con inuum om in o ma ion di ec ly ela ed o p oduc s (i.e. conc e e p oduc a ibu es,
including p oduc echnical cha ac e is ics, like wi e enhancemen in he case o headphones) o in o -
ma ion ela ed o he pe spec i e o consume s’ li es (including consume goals, needs, and alues).
Be ween hose wo ex eme laye s o knowledge, he e is a laye o p oduc bene i in o ma ion, ans-
la ing p oduc cha ac e is ics in o consume s’ li e pe spec i es. Finally, be ween he conc e e p oduc
a ibu e laye and p oduc bene i laye s, he e is a laye o abs ac p oduc in o ma ion ela ed o mo e
gene al p oduc p ope ies (like wi e du abili y), which ansla es p oduc cha ac e is ics in o bene i s.
his way, p oduc conc e e a ibu es a e ins umen al o p oduc abs ac a ibu es (e.g. wi e enhance-
men may ac as a means o achie e wi e du abili y), which is, in u n, ins umen al o p oduc bene i s
(e.g. wi e du abili y can lead o he bene i o using he headphones o a long ime). i was e idenced
ha consume s espond di e en ly o p oduc abs ac s. conc e e in o ma ion. Fo example, se e al
s udies (e.g. lee, 2019; Wang e al., 2019) demons a ed ha when a p oduc was pe cei ed o be close
o a consume , conc e e in o ma ion was mo e pe suasi e.
in e -a ibu e ade-o s in ol ing abs ac s. conc e e a ibu es (e.g. sus ainabili y s. unc ional pe o -
mance) we e demons a ed o be powe ul in e oking consume emo ions like guil o dis ess (luchs e al.,
4 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
2012; luchs & kuma , 2017). howe e , he exis ing li e a u e lacks he applica ion o he concep o e alu-
a ion mode o he con ex o in e -a ibu e conc e e-abs ac ade-o s. ha is, o he bes o he au ho s’
knowledge, he e a e no s udies di ec ly in es iga ing consume esponse o a p oduc op ion wi h high
pe o mance in a conc e e a ibu e (like wi e enhancemen ) and low pe o mance in an abs ac a ibu e
(like wi e du abili y) (conc e e-supe io op ion, zebiński e al., 2021) when his op ion is p esen ed sepa a ely
s. nex o he op ion wi h high pe o mance in he abs ac a ibu e and low pe o mance in he conc e e
a ibu e (abs ac -supe io op ion, zebiński e al., 2021). in line wi h he conside a ions p esen ed abo e,
his con ex may be ele an o he p oduc communica ion o eme ging b ands, which may be p esen ed as
‘conc e e-supe io ’ s. he ‘abs ac -supe io ’ p oduc s ep esen ing s onge b ands. he nex sec ion p oposes
mechanisms by which consume esponse o a ‘conc e e-supe io ’ p oduc op ion may depend on whe he i
is p esen ed sepa a ely o join ly wi h an ‘abs ac -supe io ’ one.
Hypo hesis de elopmen
conside wo p oduc op ions using headphones as an example o p oduc ca ego y. assume headphone
expe s desc ibe he inhe en a ibu es o bo h op ions in e ms o wo se s o in o ma ion. he i s se
con ains conc e e in o ma ion (a ibu es) ela ed o he echnical ea u es o he headphones (e.g. wi e
enhancemen wi h solid ma e ial, he ease o he endings o i he ea s, and he ange o wi e leng h
egula ion). he second se con ains abs ac in o ma ion (a ibu es) ela ed o he bene i s (e.g. o e all
du abili y, com o , and p ac icali y in e e yday li e). Mo eo e , he abs ac in o ma ion co esponds o
he conc e e in o ma ion. speci ically, he conc e e a ibu es may be pe cei ed as ins umen al o he
abs ac ones. Fo example, wi e enhancemen may be in e p e ed as aimed a suppo ing he du abili y
o he headphones, easy- o- i endings may be aimed a imp o ing com o , and wi e leng h egula ion
may enhance he headphones’ p ac icali y o he headphones. Finally, assume ha he i s op ion ( ha
may ep esen an eme ging, weak- epu a ion b and), ed conc e e-supe io , is depic ed by he expe s as
supe io in e ms o conc e e in o ma ion (e.g. excellen wi e enhancemen , endings e y easy o i , a
wide ange o wi e egula ion) while being depic ed as in e io in e ms o abs ac in o ma ion (e.g. poo
o e all du abili y, poo o e all com o , poo p ac icali y in e e yday li e). On he o he hand, he second
op ion ( ha may ep esen a s ong- epu a ion b and), abs ac -supe io , is desc ibed by he expe s as
supe io in e ms o abs ac in o ma ion (e.g. excellen o e all du abili y, excellen o e all com o , excel-
len p ac icali y in e e yday li e) bu in e io in e ms o conc e e in o ma ion (e.g. poo wi e enhance-
men , endings di icul o i , a na ow ange o wi e egula ion). in o he wo ds, i is assumed ha an
in e -a ibu e ade-o occu s be ween he abs ac a ibu es and he co esponding conc e e (ins u-
men al) ones. as a gued abo e, his kind o ade-o may be connec ed o b and epu a ion. ha is, an
eme ging, less epu able b and may be poo ly e alua ed in mo e abs ac e ms while ying o a ac
consume s wi h a ac i e echnical de ails o i s p oduc s (he e, ‘conc e e-supe io ’ op ions). On he o he
hand, p oduc s o a s onge b and (he e, ‘abs ac -supe io ’ op ions) may enjoy being highly app eci-
a ed in abs ac e ms, e en when i is no ad an ageous in ce ain echnical de ails. hese wo op ions
may be displayed join ly o sepa a ely, and he ques ion aimed o in es iga e in he cu en esea ch is
whe he and how he join e alua ion leads o a di e en e alua ion o he conc e e-supe io op ion.
i is p oposed below ha . in he in e -a ibu e ade-o s be ween abs ac and conc e e in o ma ion,
a leas wo mechanisms may lead o highe e alua ions o he conc e e-supe io op ion in he join ( s.
sepa a e) e alua ion mode.
he i s mechanism p oposed may in ol e pe cei ed p oduc in o ma ion us wo hiness and help ul-
ness. Pe cei ed in o ma ion us wo hiness is de ined as he deg ee o consume con idence ha he in o -
ma ion sou ce p o ides accu a e in o ma ion, such as being hones , belie able, and ha ing in eg i y (Yang
e al., 2021). P e ious s udies demons a ed he posi i e consequences o pe cei ed in o ma ion us wo -
hiness on consume beha io al ou comes like pu chase in en (cabeza- amí ez e al., 2022) and message
adop ion in buying decision-making (Obeida e al., 2022). Pe cei ed in o ma ion help ulness is de ined as
he deg ee o which a consume conside s he in o ma ion help ul in acili a ing p oduc e alua ion and
o he shopping asks ac oss di e en s ages o he pu chase decision p ocess (Wu e al., 2021). Pe cei ed
in o ma ion help ulness may inc ease posi i e consume esponses, such as consume a en ion o he
in o ma ion (Xu e al., 2022) and i s adop ion (c . ling e al., 2021; Upadhyay & ipa hi, 2023).
cOgen BUsiness & ManageMen 5
consume s may pe cei e he p oduc ca ego y expe s who p o ide he a ings o he p oduc op ions
as po en ially coope a ing wi h ma ke e s. hus, consume s may end o a ibu e he posi i e a ings
gi en by he expe s o hei p omo ional e o s. likewise, i was demons a ed ha a se o p oduc
e iews con aining mo e posi i e opinions is pe cei ed as less us wo hy (shoham e al., 2017). in he
join e alua ion (bu no in he sepa a e e alua ion), he abs ac in o ma ion appea s in a posi i e
alence (i.e. in he desc ip ion o he abs ac -supe io op ion). hus, consume s a e hen mo e likely o
conside he expe s less us wo hy in e alua ing abs ac p oduc a ibu es. he second cause o con-
sume doub in abs ac in o ma ion in he join e alua ion s ems om he ins umen al ela ionships
be ween he p esen ed a ibu es as concep ualized in he means-end chain heo y (Mec ) (gu man,
1982; heinze e al., 2017; hous on & Walke , 1996; lin e al., 2019; lin & Fu, 2018; liu e al., 2022;
a akam & Pe ison, 2023). namely, he posi i e alence o he abs ac a ibu es o he abs ac -supe io
op ion is accompanied by he nega i e alence o i s conc e e a ibu es, which a e ins umen al o he
o me . Fo example, i wi e enhancemen (a conc e e a ibu e) is conside ed o lead (i.e. be ins umen-
al) o du abili y (an abs ac a ibu e), e alua ing he same p oduc op ion as poo in e ms o wi e
enhancemen and good in e ms o du abili y may appea awkwa d o consume s (‘i du abili y is implied
by wi e enhancemen , why a e he headphones du able despi e no ha ing well-enhanced wi e?’).
no ewo hily, on op o he abo e conce ns, he abs ac ( s. conc e e) in o ma ion is gene ally pe cei ed
as ague (snelde s & schoo mans, 2004), less objec i e and u h ul (Feldman e al., 2006), less au hen ic
and ealis ic (Pé ez e al., 2020), less clea (ellio e al., 2015), and less us wo hy (Mille e al., 2007;
obinson & eile , 2018; Wul e al., 2021). in sum, in he join mode, consume s ha e se e al easons o
doub he us wo hiness o he abs ac in o ma ion p o ided by he expe s. such a dec ease in pe -
cei ed (he e: abs ac ) in o ma ion us wo hiness may diminish he pe cei ed help ulness o ha in o -
ma ion (choi & leon, 2023), making he use o such in o ma ion less likely (ling e al., 2021), which may
ul ima ely lead o a highe pu chase in en o a conc e e-supe io p oduc op ion as i is nega i ely
e alua ed in e ms o ha abs ac in o ma ion. hese conce ns o e abs ac in o ma ion should be
smalle in he sepa a e e alua ion o he conc e e-supe io op ion, as he abs ac in o ma ion occu s
only in a nega i e alence. hus, i is expec ed ha :
H1. in he join e alua ion o he conc e e-supe io and abs ac -supe io p oduc op ions, he consume pu -
chase in en o he conc e e-supe io op ion is highe compa ed o he sepa a e e alua ion o he
conc e e-supe io op ion.
H2. he posi i e ela ionship be ween he join ( s. sepa a e) e alua ion mode and he pu chase in en o a
conc e e-supe io op ion (h1) is se ially media ed by he pe cei ed us wo hiness and he pe cei ed help ul-
ness o abs ac in o ma ion in p oduc desc ip ions.
he second p oposed mechanism may in ol e pe cei ed p oduc bene i s, which is iewed, acco ding
o he means-end chain heo y (Mec ) (gu man, 1982; heinze e al., 2017; hous on & Walke , 1996; lin
e al., 2019; lin & Fu, 2018; liu e al., 2022; a akam & Pe ison, 2023), as he deg ee o which a consume
conside s hemsel es o gain posi i e consequences o p oduc a ibu es. P e ious s udies sugges ha
pe cei ed p oduc bene i s a e posi i ely in luenced by consume knowledge o p oduc a ibu es and
inc ease p oduc pu chase in en (kha e, 2023; schul e e al., 2022). D awing on he means-end chain
heo y (Mec ), i is p oposed ha in he sepa a e e alua ion o a conc e e-supe io op ion, he pe cei ed
bene i s o i s a ibu es a e lowe due o subs an ial ins umen ali y conce ns. speci ically, consume s
may ques ion whe he a good pe o mance in conc e e a ibu es is bene icial o hem. Fo example,
when conc e e-supe io headphones a e depic ed as ha ing excellen wi e enhancemen bu poo o e -
all du abili y, he bene i s o he o me a e doub ul. ha is, one may see no ad an age in he enhanced
wi e i i is aimed o ensu e du abili y, and his is no achie ed. hese ins umen ali y- ela ed conce ns
may be diminished (o e en anish) in he join e alua ion as consume s see wo op ions ha bo h
b eak he ins umen ali y belie s. namely, an abs ac -supe io op ion said o mee he end (e.g. du abil-
i y) does no possess he means (e.g. wi e enhancemen ). in his case, he ins umen ali y ela ionship
be ween abs ac and conc e e pa s o he p oduc desc ip ions becomes unclea . he e o e, in he join
e alua ion, his kind o means-end chain ins umen ali y conce ns (including he abo e doub s ela ed
o he conc e e-supe io op ion) may be discoun ed by consume s as poo ly g ounded. hus, in he join
6 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
e alua ion, consume s may pe cei e mo e bene i s om he conc e e a ibu es o he conc e e-supe io
op ion. in o he wo ds, while he nega i e alence in e ms o a conc e e-supe io op ion’s abs ac a i-
bu e may sugges he low bene i s o his op ion, consume s a e mo e likely o igno e such conce ns in
he join e alua ion. consequen ly, a conc e e-supe io op ion may be pe cei ed as mo e bene icial in
he join e alua ion ( s. sepa a e e alua ion o his op ion), which, in u n, leads o a highe pu chase
in en o his op ion. he e o e, i is hypo hesized ha :
H3. he posi i e ela ionship be ween he join ( s. sepa a e) e alua ion mode and he pu chase in en o he
conc e e-supe io op ion (h1) is media ed by he pe cei ed bene i s o he conc e e-supe io op ion.
H4. he posi i e ela ionship be ween he join ( s. sepa a e) e alua ion mode and he pu chase in en o he
conc e e-supe io op ion (h1) is media ed by he pe cei ed bene i s o he conc e e a ibu es o he
conc e e-supe io op ion.
he abo e hypo heses (see he concep ual model in Figu e 1) we e es ed in wo online expe imen s,
which manipula ed he e alua ion mode. he i s one (s udy 1) es ed he basic e ec o he e alua ion
mode (h1), he media ion h ough he pe cei ed us wo hiness and help ulness o abs ac in o ma ion
(h2), and he pe cei ed bene i s o he conc e e-supe io op ion (h3). he second expe imen (s udy 2)
eplica ed he es ing o h1 and es ed he media ion h ough he pe cei ed bene i s o he conc e e
a ibu es o he conc e e-supe io op ion (h4).
O e iew o he s udies
in bo h s udies, headphones we e used as a p oduc ca ego y. headphones a e widely used con-
sume elec onics wi h nume ous p oduc op ions a ailable in he ma ke place and a e communi-
ca ed h ough conc e e o abs ac a ibu es (P newswi e, 2018; headphonescompa ed.com.
2021). Young adul s se ed as he s udied popula ion. homogeneous sampling is ecommended o
es ing heo ized ela ionships (calde e al., 1981; Duncan & nelson, 1985). Younge adul s a e
ypically ea ly adop e s o inno a ions in consume elec onics (huh & kim, 2008). he e o e, he
s udied popula ion may be conside ed an essen ial and p ospec i e a ge g oup o elec onic
p oduc s like headphones. Fo example, an i alian s udy (s a is a, 2021) showed ha he p opo ion
o people who use headphones o lis en o he adio is 22% o 18–24 y.o., 17% o 25–34 y.o., and
below 10% o olde people.
S imuli p e es
Desc ip ions o wo ic i ious models o headphones, i.e. a conc e e-supe io op ion and an abs ac -supe io
op ion, we e composed. each desc ip ion con ained in o ma ion abou h ee pai s o a ibu es (each o
hem con aining one conc e e a ibu e and one abs ac a ibu e, whe e he conc e e a ibu e would be
ins umen al o he abs ac one). By including mo e han one pai o a ibu es, i was aimed o make he
s imuli mo e engaging and ealis ic o pa icipan s and be e ep esen he di e ence be ween conc e e
and abs ac in o ma ion ela ed o a p oduc . o selec he a ibu es o he s imuli, a p e es was un (41
Polish young adul s aged 21 o 36, ec ui ed h ough an online consume panel, a iadna, 46.3% emales,
Mage = 29.0, sD = 4.48). an ini ial lis o eigh een a ibu e pai s was de eloped o he p e es and i s
pa icipan s we e asked o e alua e he abs ac ness o each a ibu e (slide scale, ‘desc ibes headphones
e y speci ically’ = 1, ‘desc ibes headphones e y gene ally’ = 100), he pe cei ed ins umen ali y o he
conc e e a ibu es s. he co esponding abs ac ones (‘possessing [a conc e e a ibu e] may lead o [ he
co esponding abs ac a ibu e]’, slide scale, ‘s ongly disag ee’ = 1’, s ongly ag ee’ = 100), and he pe -
cei ed ealism o he a ibu es (‘how p obable is i ha his a ibu e could be ound in headphones
desc ip ions p esen ed on ac ual websi es?’; slide scale, ‘su ely could no be ound’ = 1, ‘su ely could be
ound’ = 100). a e il e ing o he a ibu e pai s wi h signi ican di e ences in he abs ac ness be ween
he a ibu es (pai ed-samples -s uden es ; p < .05), hey we e lis ed in descending o de by he pe -
cei ed ins umen ali y, and he le el o he pe cei ed ealism was checked. he pai wi h he highes
cOgen BUsiness & ManageMen 7
pe cei ed ins umen ali y was (he e and below, he conc e e a ibu e is men ioned i s )’ wi e enhance-
men wi h solid ma e ial’ s. ‘du abili y’ (Mins umen ali y = 69.4; abs ac ness: Mabs ac a ibu e – Mconc e e a ibu e =
9.1, (40) = 2.233, p = .031; pe cei ed ealism: Mconc e e a ibu e = 51.5, Mabs ac a ibu e = 45.8). he pai ’ weigh ’
s. ‘com o ’ had he second-highes ins umen ali y (Mins umen ali y = 68.12; abs ac ness: Mabs ac a ibu e
Figu e 1. Concep ual model.
14 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
as he cu en esul s ha e ce ain limi a ions (see de ails in he limi a ions and u he esea ch pe spec-
i es sec ion below), mo e esea ch is needed o in ol e ai-gene a ed p oduc a ings, p icing, and b and in o -
ma ion, di e en p oduc ca ego ies and consume popula ions, ele an cons uc s like consume p oduc
expe ise and gene al us in ma ke ing, eal ma ke place p oduc op ions, ield expe imen s, and cap u ing
consume esponse o p oduc s wi h eye- acking and ex mining o use -gene a ed con en .
Theo e ical implica ions
he cu en esea ch adds o he exis ing li e a u e on in e -a ibu e ade-o s (luchs e al., 2012; luchs &
kuma , 2017) and he e alua ion mode (hsee & sai, 2007; hsee & Zhang, 2004, 2010; an e al., 2018; Zhao &
Xia, 2020) by examining he ole o he e alua ion mode in consume e alua ion o ex ually p esen ed p od-
uc s in he p esence o an in e -a ibu e ade-o in ol ing ins umen ally ela ed abs ac s. conc e e p oduc
a ibu es. speci ically, he posi i e e ec o he join e alua ion o he conc e e- and abs ac -supe io op ion
( s. sepa a e e alua ion o he conc e e-supe io op ion) on he pu chase in en o he conc e e-supe io
op ion was p oposed and e idenced. wo unde lying mechanisms we e e idenced.
in he i s mechanism ( us wo hiness- ela ed) sugges ed by he cu en esul s, he abo e posi i e
e ec o he join e alua ion mode on he pu chase in en o he conc e e-supe io op ion is se ially
media ed by he abs ac in o ma ion us wo hiness and help ulness, which a e lowe in he join e al-
ua ion, and nega i ely ela ed o he pu chase in en o he conc e e-supe io op ion (as he la e is
desc ibed as poo ly pe o ming in e ms o an abs ac a ibu e). he ins umen al ela ionship be ween
abs ac and conc e e a ibu es, as de ined in he means-end chain heo y (Mec ), is p oposed o con-
ibu e o his mechanism, as i aises doub s abou posi i e expe a ings o he abs ac -supe io p od-
uc op ion in e ms o an abs ac a ibu e because he op ion is a ed low in e ms o an ins umen ally
ela ed conc e e a ibu e. as such, he p oposed mechanism links he concep s o e alua ion mode and
in e -a ibu e ade-o wi h Mec . as, o he bes o he au ho s’ knowledge, ha link was no s udied
be o e, he cu en esea ch adds o he abundan and g owing li e a u e applying Mec (heinze e al.,
2017; hous on & Walke , 1996; lin e al., 2019; lin & Fu, 2018; liu e al., 2022; a akam & Pe ison, 2023).
By e idencing he posi i e e ec o he join e alua ion on in o ma ion us wo hiness, his esea ch
suppo s he exis ing li e a u e on he causal a ibu ion o ma ke ing communica ion (Folkes, 1988) and,
mo e speci ically, on he nega i e e ec o he equency o posi i e a ings on he pe cei ed us wo -
hiness o p oduc e iews (shoham e al., 2017). namely, he cu en esul s a e consis en wi h he
p oposi ion ha consume s end o a ibu e posi i e- alence expe a ings o a p oduc o he expe s’
p omo ional e o s. By examining he us wo hiness-based mechanism, he cu en s udy adds o he
ield o pe cei ed in o ma ion us wo hiness and help ulness (cabeza- amí ez e al., 2022; ling e al.,
2021; Obeida e al., 2022; Wu e al., 2021; Xu e al., 2022).
in he second mechanism (bene i - ela ed) sugges ed by he cu en esul s, he posi i e e ec o he
join e alua ion mode on he pu chase in en o he conc e e-supe io op ion is media ed by he pe -
cei ed bene i s o his op ion and, mo e speci ically, i s conc e e, echnical a ibu es. simila o he i s
mechanism, he bene i - ela ed one pe ains o he means-end chain heo y (Mec ), as he ins umen-
ali y conce ns, based on he ins umen ali y ela ionships be ween abs ac and conc e e a ibu es as
de ined in Mec , aised om a poo e alua ion o abs ac a ibu es o he conc e e-supe io op ion
(which migh ha m he bene i pe cep ion o i s conc e e a ibu es) a e p oposed o be diminished (o
e en anish) in he join e alua ion. as his conclusion emphasizes he link be ween he concep s o
e alua ion mode and in e -a ibu e ade-o wi h Mec , i u he adds o he ecen Mec li e a u e
(heinze e al., 2017; hous on & Walke , 1996; lin e al., 2019; lin & Fu, 2018; liu e al., 2022; a akam &
Pe ison, 2023). By examining he bene i -based mechanism, he cu en s udy adds o he ield o pe -
cei ed p oduc bene i s (e.g. kha e, 2023; schul e e al., 2022).
P ac ical implica ions
he p esen ed esea ch may guide ma ke e s in communica ing hei p oduc s, which a e echnically ad an-
ageous compa ed o compe i o s’ p oduc s (possibly o high- epu a ion b ands) ha a e pe cei ed as
cOgen BUsiness & ManageMen 15
excelling in hei abs ac a ibu es. speci ically, i is sugges ed ha hose echnically ad an ageous
(‘conc e e-supe io ’) p oduc s should be p esen ed alongside he s ong- epu a ion compe i o s’
(‘abs ac -supe io ’) p oduc s. Ma ke e s can p o ide p omo ional con en ha includes compa isons wi h
he s ong- epu a ion b ands, ensu e ha hei o e is exposed side-by-side wi h hese b ands in sales
channels, and encou age salespe sons and web in luence s o make such compa isons. Fo example, ma -
ke e s may wan o p omo e headphones ha a e low- a ed in e ms o gene al epu a ion (e.g. being
conside ed o ha e poo du abili y). suppose he headphones a e highly a ed in e ms o echnical ea u es
(like wi e enhancemen ), which a e absen in he o e o highly epu able compe i o s. in ha case, he
ma ke e s should display a di ec compa ison o hose a ings be ween hei headphones and he compe -
i o s’ headphones. Based on he cu en esul s, such a wo-sided message should be mo e pe suasi e (in
a o o hei headphones) han p esen ing i alone. While displaying hei p oduc oge he wi h he com-
pe i o s’ headphones, he ma ke e s may expec ha abs ac p oduc in o ma ion ( ha a he wo ks agains
hei ‘conc e e-supe io ’ p oduc ) is pe cei ed as less us wo hy, and he echnical ad an ages o hei
conc e e-supe io p oduc a e pe cei ed as mo e bene icial. hence, hey may enhance his e ec by poin -
ing ou hese ad an ages and ques ioning he c edibili y o he abs ac , epu a ion- ela ed belie s.
Limi a ions and u he esea ch pe spec i es
he cu en s udy is no ee o limi a ions. Pa icula ly, he in es iga ion o he ole o e alua ion
mode and in e -a ibu e conc e e-abs ac ade-o s on pu chase in en should in ol e new echnol-
ogies omnip esen in e-comme ce, like Big Da a and a i icial in elligence (ai), allowing o ai-gene a ed
pe sonalized p oduc ecommenda ions (Bawack e al., 2022). While ou s udy assumed p oduc a i-
bu e a ings come om p oduc expe s, in oday’s echnology se ings, ai-enabled algo i hms may
gene a e such a ings using la ge amoun s o da a. compa ed o human expe s, who may be pe -
cei ed as subjec i e and, he e o e, a ibu ed o expe s’ in e es in suppo ing ma ke e s, ai may be
pe cei ed as mo e objec i e and unbiased, which is concep ualized as ‘machine heu is ics’ (sunda &
kim, 2019) and based on he da a ga he ed om o he consume s (singh & chak aba i, 2020) ins ead
o ma ke e s. Mo eo e , ai-gene a ed p oduc ecommenda ions based on abs ac ( s. conc e e) in o -
ma ion end o be mo e discoun ed by consume s as ai is pe cei ed as mo e app op ia e o speak
abou conc e e, objec i e p oduc cha ac e is ics ins ead o abs ac p oduc in o ma ion ha is mo e
ela ed o he pe spec i e o human needs, goals and alues (kim & Duhachek, 2020; longoni & cian,
2022; zebiński e al., 2023; Wien & Peluso, 2021). hose cha ac e is ics o ai pe cep ion may make
consume esponse o e alua ion mode and in e -a ibu e conc e e-abs ac ade-o s di e en when
p oduc a ibu e a ings a e p o ided by ai s. humans. Fu u e s udies need o in es iga e ha pos-
sible di e ence.
he cu en s udies used ic i ious p oduc op ions. his app oach allowed he de elopmen o he
s imuli con aining he pai s o conc e e-abs ac p oduc a ibu es wi h speci ied expe a ings and
ins umen ali y ela ionships. howe e , eal ma ke place p oduc op ions and ield expe imen s could be
used in u he s udies o inc ease ex e nal alidi y. new echnologies allow o deepened da a analysis
in e-comme ce, including ex mining o use -gene a ed con en (Bawack e al., 2022), which was no
u ilized in he cu en s udies. hus, u u e ield s udies on in e -a ibu e conc e e-abs ac ade-o s
should in ol e sen imen ex analysis o cap u e consume esponses o p oduc s p esen ed in di e en
e alua ion modes. speci ically, such s udies can assess whe he conc e e-supe io p oduc s p esen ed
join ly wi h he co esponding abs ac -supe io p oduc s ( s. sepa a ely) each mo e posi i e
use -gene a ed commen s.
apa om s udying pu chase in en and pu chase beha io as dependen a iables, u u e esea ch
should apply eye- acking o in es iga e wha ype o p oduc in o ma ion (abs ac o conc e e) d aws
consume a en ion depending on he e alua ion mode in he con ex o in e -a ibu e ade-o s.
he cu en expe imen al se ings did no conside p icing and b and in o ma ion, as hey aimed o
isola e he e ec o he e alua ion mode and ade-o s be ween he inhe en p oduc a ibu es.
howe e , he p ice and b and may se e as cues o a gumen s in choosing weak- o s ong-b and p od-
uc s. Fo ha eason, u u e s udies may in es iga e he e ec o he e alua ion mode on he in e -a ibu e
16 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
ade-o s, including b and labels and p ice di e ences be ween weak and s ong b ands, especially in
ield expe imen al se ings.
While he cu en pape ocuses on conc e e-supe io , weak- epu a ion p oduc s, u he s udies may
also conside he e alua ion o abs ac -supe io , s ong- epu a ion p oduc s. Pa icula ly, he analysis o
s udy 1 e ealed he posi i e e ec o he join e alua ion mode on he pu chase in en o abs ac -supe io
p oduc s, which is wo h in es iga ing.
he e ec s o he e alua ion mode in he in e -a ibu e ade-o s may be examined wi h di e en
p oduc ca ego ies (including high-in ol emen ones like sma phones) and di e en consume g oups
(e.g. olde consume s).
Finally, in ol ing o he cons uc s in explo ing he in e play o e alua ion mode and in e -a ibu e
ade-o s is a p omising a enue o u u e esea ch. speci ically, u he s udies should conside con-
sume p oduc expe ise, which may in luence he pe cep ions o ins umen al ela ionships be ween
conc e e and abs ac p oduc a ibu es. consume s wi h high p oduc expe ise may ecognize mo e
such ins umen al ela ionships, leading o a la ge ole o ins umen ali y- ela ed conce ns, enhancing
he mechanisms e idenced in he cu en esea ch. ano he meaning ul cons uc may be he gene al
us in p oduc communica ion and p oduc expe s, which may in e ene in he us wo hiness- ela ed
mechanism. consume s wi h low gene al us may be mo e sensi i e o he abo e ins umen ali y- ela ed
conce ns.
Acknowledgmen
he au ho s would like o exp ess hei g a i ude o P o . James leonha d o his in aluable con ibu ion in discuss-
ing he idea o his esea ch p ojec .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
Wojciech T zebiński, Ph.D., is an assis an P o esso a he sgh Wa saw school o economics (Poland). his esea ch
in e es s a e ela ed o consume beha io and ma ke ing communica ion, including p oduc e alua ions, na a i e
ad e ising, humo ad e ising, aibased ecommende sys ems, and cha bo s. he has published his wo k in he
Jou nal o Business esea ch, Jou nal o P oduc & B and Managemen , compu e s in human Beha io epo s, and
Jou nal o in e ne comme ce.
Bea a Ma ciniak, Ph.D., is an assis an P o esso a he sgh Wa saw school o economics (Poland). he esea ch
in e es s a e ela ed o quali a i e ma ke esea ch me hods, g ounded heo y, compu e -assis ed analysis o quali a-
i e da a, and social psychology. she has published he wo k in he Jou nal o Business esea ch, Jou nal o P oduc
& B and Managemen , compu e s in human Beha io epo s, and Jou nal o in e ne comme ce.
Joanna Ka wowska, Ph.D., is an assis an P o esso a he sgh Wa saw school o economics (Poland). he esea ch
in e es s a e ela ed o b anding, in e na ionaliza ion, and g een ma ke ing. she has w i en wo esea ch mono-
g aphs on ma ke ing and ma ke ing communica ion.
Funding
his wo k was suppo ed by he Polish Minis y o educa ion and science, sgh Wa saw school o economics,
collegium o Managemen and Finance, g an no. kZiF/s20/1.49.
ORCID
Wojciech zebiński h p://o cid.o g/0000-0002-5760-6519
Bea a Ma ciniak h p://o cid.o g/0000-0002-5434-9174
Joanna ka wowska h p://o cid.o g/0000-0001-7328-193X
cOgen BUsiness & ManageMen 17
Da a a ailabili y s a emen
he da ase s used in he cu en s udies a e a ailable om he co esponding au ho upon easonable eques .
Re e ences
Bawack, . e., Wamba, s. F., ca illo, k. D. a., & ak e , s. (2022). a i icial in elligence in e-comme ce: a bibliome ic
s udy and li e a u e e iew. Elec onic Ma ke s, 32(1), 1–20. h ps://doi.o g/10.1007/s12525-022-00537-z
Be man, J. ., luce, M. F., & Payne, J. W. (2008). consume decision making: a choice goals app oach. in c. P.
haug ed , P. M. he , & F. . ka des (eds.), Handbook o consume psychology (pp. 588–609). ou ledge.
cabeza- amí ez, l. J., Fuen es-ga cía, F. J., cano-Vicen e, M. c., & gonzález-Mohino, M. (2022). how gene a ion X and mil-
lennials pe cei e in luence s’ ecommenda ions: Pe cei ed us wo hiness, p oduc in ol emen , and pe cei ed isk.
Jou nal o Theo e ical and Applied Elec onic Comme ce Resea ch, 17(4), 1431–1449. h ps://doi.o g/10.3390/j ae 17040072
calde , B. J., Phillips, l. W., & ybou , a. M. (1981). Designing esea ch o applica ion. Jou nal o Consume Resea ch,
8(2), 197–207. h ps://doi.o g/10.1086/208856
choi, h. s., & leon, s. (2023). When us cues help help ulness: in es iga ing he e ec o us cues on online e iew
help ulness using big da a su ey based on he amazon pla o m. Elec onic Comme ce Resea ch. h ps://doi.
o g/10.1007/s10660-023-09726-0
cox, D., & cox, a. D. (2002). Beyond i s imp essions: he e ec s o epea ed exposu e on consume liking o isu-
ally complex and simple p oduc designs. Jou nal o he Academy o Ma ke ing Science, 30(2), 119–130. h ps://doi.
o g/10.1177/03079459994371
Duncan, c. P., & nelson, J. e. (1985). e ec s o humo in a adio ad e ising expe imen . Jou nal o Ad e ising, 14(2),
33–64. h ps://doi.o g/10.1080/00913367.1985.10672944
ellio , W. B., ennekamp, k. M., & Whi e, B. J. (2015). Does conc e e language in disclosu es inc ease willingness o
in es ? Re iew o Accoun ing S udies, 20(2), 839–865. h ps://doi.o g/10.1007/s11142-014-9315-6
Feldman, J. M., & lynch, J. g. (1988). sel -gene a ed alidi y and o he e ec s o measu emen on belie , a i ude,
in en ion, and beha io . Jou nal o Applied Psychology, 73(3), 421–435. h ps://doi.o g/10.1037/0021-9010.73.3.421
Feldman, D. c., Bea den, W. O., & ha des y, D. M. (2006). Va ying he con en o job ad e isemen s: he e ec s o
message speci ici y. Jou nal o Ad e ising, 35(1), 123–141. h ps://doi.o g/10.2753/JOa0091-3367350108
Folkes, V. s. (1988). ecen a ibu ion esea ch in consume beha io : a e iew and new di ec ions. Jou nal o
Consume Resea ch, 14(4), 548–565. h ps://doi.o g/10.1086/209135
Fuchs, c., & Diaman opoulos, a. (2010). e alua ing he e ec i eness o b and‐posi ioning s a egies om a consume
pe spec i e. Eu opean Jou nal o Ma ke ing, 44(11/12), 1763–1786. h ps://doi.o g/10.1108/03090561011079873
ghazisaeedi, M., s eyn, P. g., & Van hee den, g. (2012). us wo hiness o p oduc e iew blogs: a sou ce us wo -
hiness scale alida ion. A ican Jou nal o Business Managemen , 6(25), 7498–7508.
glase , M., & eisinge , h. (2022). Don’ lose you p oduc in s o y ansla ion: how p oduc –s o y link in na a i e ad e -
isemen s inc eases pe suasion. Jou nal o Ad e ising, 51(2), 188–205. h ps://doi.o g/10.1080/00913367.2021.1973623
gu man, J. (1982). a means-end chain model based on consume ca ego iza ion p ocesses. Jou nal o Ma ke ing,
46(2), 60–72. h ps://doi.o g/10.1177/002224298204600207
ha, . M. (2021). he impac o p oduc cha ac e is ics o limi ed-edi ion shoes on pe cei ed alue, b and us and
pu chase in en ion. Cogen Business & Managemen , 8(1), 1953680. h ps://doi.o g/10.1080/23311975.2021.1953680
haugom, e., & Malase ska, i. (2019). he ela i e impo ance o ski eso -and wea he - ela ed cha ac e is ics when
going alpine skiing. Cogen Social Sciences, 5(1), 1681246. h ps://doi.o g/10.1080/23311886.2019.1681246
hayes, a. F. (2017). In oduc ion o media ion, mode a ion, and condi ional p ocess analysis: A eg ession-based app oach.
guil o d Publica ions.
headphonescompa ed.com. (2021). op 60 Bes headphone B ands om Bes o Wo s Based on 700k e iews. e ie ed
no embe 7, 2022, om h ps://headphonescompa ed.com/ he-bes -headphone-b ands- om-wo s - o-bes /.
heinze, J., homann, M., & Fische , P. (2017). ladde s o m-comme ce esis ance: a quali a i e means-end app oach.
Compu e s in Human Beha io , 73, 362–374. h ps://doi.o g/10.1016/j.chb.2017.03.059
hoek, J., Dunne , J., W igh , M., & gendall, P. (2000). Desc ip i e and e alua i e a ibu es: Wha ele ance o ma -
ke e s? Jou nal o P oduc & B and Managemen , 9(6), 415–435. h ps://doi.o g/10.1108/10610420010356993
hous on, M. B., & Walke , B. a. (1996). sel - ele ance and pu chase goals: Mapping a consume decision. Jou nal o
he Academy o Ma ke ing Science, 24(3), 232–245. h ps://doi.o g/10.1177/0092070396243004
hsee, c. k., & lecle c, F. (1998). Will p oduc s look mo e a ac i e when p esen ed sepa a ely o oge he ? Jou nal
o Consume Resea ch, 25(2), 175–186. h ps://doi.o g/10.1086/209534
hsee, c. k., & sai, c. i. (2007). hedonics in consume beha io . in c. P. haug ed , P. M. he , & F. . ka des (eds.),
Handbook o consume psychology (pp. 639–658). law ence e lbaum associa es.
hsee, c. k., & Zhang, J. (2004). Dis inc ion bias: Misp edic ion and mischoice due o join e alua ion. Jou nal o
Pe sonali y and Social Psychology, 86(5), 680–695. h ps://doi.o g/10.1037/0022-3514.86.5.680
hsee, c. k., & Zhang, J. (2010). gene al e aluabili y heo y. Pe spec i es on Psychological Science, 5(4), 343–355. h ps://
doi.o g/10.1177/1745691610374586
18 W. ZeBiŃski, B. Ma ciniak, anD J. ka WOWska
hu, ., luo, J. M., li, Y., Wang, l., Ma, J., & hen iques, D. (2020). Quali a i e s udy o g een eso a ibu es–a case o he
c osswa e s eso in china. Cogen Social Sciences, 6(1), 1742525. h ps://doi.o g/10.1080/23311886.2020.1742525
huang, g. h., chang, c. ., Bilgihan, a., & Okumus, F. (2020). help ul o ha m ul? a double-edged swo d o emo icons
in online e iew help ulness. Tou ism Managemen , 81, 104135. h ps://doi.o g/10.1016/j. ou man.2020.104135
huh, Y. e., & kim, s. h. (2008). Do ea ly adop e s upg ade ea ly? ole o pos -adop ion beha io in he pu chase o
nex -gene a ion p oduc s. Jou nal o Business Resea ch, 61(1), 40–46. h ps://doi.o g/10.1016/j.jbus es.2006.05.007
kha e, a. (2023). g een appa el buying: ole o pas beha io , knowledge and pee in luence in he assessmen o
g een appa el pe cei ed bene i s. Jou nal o In e na ional Consume Ma ke ing, 35(1), 109–125. h ps://doi.o g/10.1
080/08961530.2019.1635553
kim, . W., & Duhachek, a. (2020). a i icial in elligence and pe suasion: a cons ual-le el accoun . Psychological
Science, 31(4), 363–380. h ps://doi.o g/10.1177/0956797620904985
k ys allis, a. (2013). Unco e ing a ibu e‐based de e minan s o loyal y in ciga e e b ands. Jou nal o P oduc &
B and Managemen , 22(2), 104–117. h ps://doi.o g/10.1108/10610421311320988
lee, s. (2019). he ole o cons ual le el in message e ec s esea ch: a e iew and u u e di ec ions. Communica ion
Theo y, 29(3), 231–250. h ps://doi.o g/10.1093/c /q y030
lepkowska-Whi e, e., B ashea , . g., & Weinbe ge , M. g. (2003). a es o ad appeal e ec i eness in Poland and he
Uni ed s a es- he in e play o appeal, p oduc , and cul u e. Jou nal o Ad e ising, 32(3), 57–66. h ps://doi.o g/10.
1080/00913367.2003.10639136
lin, c. F., Fu, c. s., & chen, Y. . (2019). explo ing cus ome pe cep ions owa d di e en se ice olumes: an in eg a-
ion o means-end chain and balance heo ies. Food Quali y and P e e ence, 73, 86–96. h ps://doi.o g/10.1016/j.
oodqual.2018.12.007
lin, c. F., & Fu, c. s. (2018). e alua ing online ad e ising e ec : an app oach in eg a ing means-end concep ualiza ion and
simila i y analysis. Elec onic Comme ce Resea ch and Applica ions, 32, 1–12. h ps://doi.o g/10.1016/j.ele ap.2018.10.002
ling, e. c., ussyadiah, i., uomi, a., s ienme z, J., & ioannou, a. (2021). Fac o s in luencing use s’ adop ion and use o
con e sa ional agen s: a sys ema ic e iew. Psychology & Ma ke ing, 38(7), 1031–1051. h ps://doi.o g/10.1002/ma .21491
liu, ., Bano ic, M., & g une , k. g. (2022). Belie s abou ood quali y a ibu es, ood- ela ed goals and sa is ac ion
wi h ood- ela ed li e among he elde ly in china: a means-end app oach. Food Quali y and P e e ence, 95, 104367.
h ps://doi.o g/10.1016/j. oodqual.2021.104367
luchs, M. g., B owe , J., & chi u i, . (2012). P oduc choice and he impo ance o aes he ic design gi en he emo-
ion‐laden ade‐o be ween sus ainabili y and unc ional pe o mance. Jou nal o P oduc Inno a ion Managemen ,
29(6), 903–916. h ps://doi.o g/10.1111/j.1540-5885.2012.00970.x
longoni, c., & cian, l. (2022). a i icial in elligence in u ili a ian s. hedonic con ex s: he "wo d-o -machine" e ec .
Jou nal o Ma ke ing, 86(1), 91–108. h ps://doi.o g/10.1177/0022242920957347
luchs, M. g., & kuma , M. (2017). Yes, bu his o he one looks be e /wo ks be e ’: how do consume s espond o
ade-o s be ween sus ainabili y and o he alued a ibu es? Jou nal o Business E hics, 140(3), 567–584. h ps://
doi.o g/10.1007/s10551-015-2695-0
luna do, ., & icka d, B. (2019). how do consume s espond o un wine labels? B i ish Food Jou nal, 122(8), 2603–
2619. h ps://doi.o g/10.1108/BFJ-04-2019-0286
Mille , c. h., lane, l. ., Dea ick, l. M., Young, a. M., & Po s, k. a. (2007). Psychological eac ance and p omo ional
heal h messages: he e ec s o con olling language, lexical conc e eness, and he es o a ion o eedom. Human
Communica ion Resea ch, 33(2), 219–240. h ps://doi.o g/10.1111/j.1468-2958.2007.00297.x
Mye s, c. a. (2003). Managing b and equi y: a look a he impac o a ibu es. Jou nal o P oduc & B and Managemen ,
12(1), 39–51. h ps://doi.o g/10.1108/10610420310463126
Obeida , Z. M., alalwan, a. a., Baabdullah, a. M., Obeida , a. M., & Dwi edi, Y. k. (2022). he o he cus ome online
e enge: a mode a ed media ion model o a enge expe ise and message us wo hiness. Jou nal o Inno a ion
& Knowledge, 7(4), 100230. h ps://doi.o g/10.1016/j.jik.2022.100230
Pan , a., hsieh, Y. c., lee, M., & shen, c. h. (2014). Poin ing ou di e ences: consume e alua ions o compa a i e
in o ma ion ac oss p oduc ypes. Jou nal o P omo ion Managemen , 20(3), 390–409. h ps://doi.o g/10.1080/1049
6491.2014.908802
Pé ez, a., ga cía de los salmones, M. d M., & liu, M. . (2020). in o ma ion speci ici y, social opic awa eness and
message au hen ici y in cs communica ion. Jou nal o Communica ion Managemen , 24(1), 31–48. h ps://doi.
o g/10.1108/JcOM-06-2019-0097
P newswi e. (2018). he global ea phones and headphones ma ke is expec ed o g ow a a cag o 7.31% du ing
2017–2023. e ie ed no embe 7, 2022, om www.p newswi e.com/news- eleases/ he-global-ea phones-an
d-headphones-ma ke -is-expec ed- o-g ow-a -a-cag -o -731-du ing-20172023-300585974.h ml.
Pu h, g., Mos e , P., & ewing, M. (1999). consume pe cep ions o men ioned p oduc and b and a ibu es in mag-
azine ad e ising. Jou nal o P oduc & B and Managemen , 8(1), 38–50. h ps://doi.o g/10.1108/10610429910257977
a akam, P., & Pe ison, P. (2023). F om means o end: Unde s anding he millennial mind when buying luxu y jewel-
y b ands. Jou nal o Global Fashion Ma ke ing, 14(1), 35–47. h ps://doi.o g/10.1080/20932685.2022.2085606
obinson, s., & eile , M. (2018). he ole o message speci ici y in co po a e social esponsibili y communica ion.
Jou nal o Business Resea ch, 90, 260–268. h ps://doi.o g/10.1016/j.jbus es.2018.05.028
us , . ., and, W., huang, M. h., s ephen, a. ., B ooks, g., & chabuk, . (2021). eal- ime b and epu a ion acking
using social media. Jou nal o Ma ke ing, 85(4), 21–43. h ps://doi.o g/10.1177/0022242921995173
cOgen BUsiness & ManageMen 19
schul e, e., schelle , F., sloo , D., & B uckne , . (2022). a me a-analysis o esiden ial PV adop ion: he impo an ole
o pe cei ed bene i s, in en ions and an eceden s in sola ene gy accep ance. Ene gy Resea ch & Social Science, 84,
102339. h ps://doi.o g/10.1016/j.e ss.2021.102339
shoham, M., Moldo an, s., & s einha , Y. (2017). Posi i ely useless: i ele an nega i e in o ma ion enhances posi i e
imp essions. Jou nal o Consume Psychology, 27(2), 147–159. h ps://doi.o g/10.1016/j.jcps.2016.08.001
singh, h., & chak aba i, s. (2020). De ining he ela ionship be ween consume s and e aile s h ough use -gene a ed
con en : insigh s om he esea ch li e a u e. In e na ional Jou nal o Re ail & Dis ibu ion Managemen , 49(1), 41–
60. h ps://doi.o g/10.1108/iJ DM-03-2020-0080
ska d, s., Jø gensen, s., & Pede sen, l. J. . (2021). When is sus ainabili y a liabili y, and when is i an asse ? Quali y
in e ences o co e and pe iphe al a ibu es. Jou nal o Business E hics, 173(1), 109–132. h ps://doi.o g/10.1007/
s10551-019-04415-1
snelde s, D., & schoo mans, J. P. (2004). an explo a o y s udy o he ela ion be ween conc e e and abs ac p oduc
a ibu es. Jou nal o Economic Psychology, 25(6), 803–820. h ps://doi.o g/10.1016/j.joep.2003.08.004
s a is a. (2021). sha e o indi iduals using headphones o lis en he adio in i aly 2017, by age g oup. e ie ed July
31, 2021, om h ps://www.s a is a.com/s a is ics/793542/sha e-o -indi iduals-using-headphones- o-lis en- he- adio
-by-age-g oup-in-i aly/.
sunda , s. s., & kim, J. (2019, May)Machine heu is ic: When we us compu e s mo e han humans wi h ou pe son-
al in o ma ion. in P oceedings o he 2019 CHI Con e ence on human ac o s in compu ing sys ems (pp. 1–9).
su ikun, c., & Meep om, s. (2021). examining he e ec o pe cei ed quali y o au hen ic sou eni p oduc , pe -
cei ed alue, and sa is ac ion on cus ome loyal y. Cogen Business & Managemen , 8(1), 1976468. h ps://doi.o g/1
0.1080/23311975.2021.1976468
an, h., l , X., liu, X., & gu soy, D. (2018). e alua ion nudge: e ec o e alua ion mode o online cus ome e iews
on consume s’ p e e ences. Tou ism Managemen , 65, 29–40. h ps://doi.o g/10.1016/j. ou man.2017.09.011
zebiński, W., Ma ciniak, B., & kulczycka, e. (2023). Online ecommende s’ an h opomo phism imp o es use esponse
o hedonic and bene i -based p oduc appeals h ough he ecommende s’ pe cei ed abili y o lea n. PLoS One,
18(6), e0287663. h ps://doi.o g/10.1371/jou nal.pone.0287663
zebiński, W., Ma ciniak, B., & leonha d , J. (2021). abs ac e sus conc e e p oduc in o ma ion: heo e ical and
p ac ical conside a ions, in en ep eneu ship, economic de elopmen and public policy – how can ne ada help
and inspi e Poland, how can Poland help and inspi e ne ada, (eds.) Paweł Pie asieński, Ma cin Woj ysiak-ko la ski,
Wydawnic wo naukowe schola , Wa szawa.
zebiński, W., Ma ciniak, B., & gaczek, P. (2022). sel - ele ance diminishes he e ec i eness o impo ance and us -
wo hiness cues in consume esponse o online p oduc - ela ed messages. Cogen Social Sciences, 8(1), 2065151.
h ps://doi.o g/10.1080/23311886.2022.2065151
Upadhyay, Y., & ipa hi, a. (2023). B and wagon e ec : how b and equi y eclipses he e ec o eWoM on pu chase
in en ions – Media ing ole o e iew help ulness. Jou nal o Business Resea ch, 168, 114239. h ps://doi.o g/10.1016/j.
jbus es.2023.114239
Vo, . P., an, M. D., & ly, . M. c. (2022). he ela ionship be ween new p oduc c ea i i y componen s and pu chase
in en ion and he media ing impac o pe cei ed alues: a s udy o consume s in ho chi Minh ci y. Cogen
Business & Managemen , 9(1), 2112357. h ps://doi.o g/10.1080/23311975.2022.2112357
Wang, s., hu ls one, M., le is on, Z., Walke , i., & law ence, c. (2019). clima e change om a dis ance: an analysis o
cons ual le el and psychological dis ance om clima e change. F on ie s in Psychology, 10, 230. h ps://doi.
o g/10.3389/ psyg.2019.00230
Wien, a. h., & Peluso, a. M. (2021). in luence o human e sus ai ecommende s: he oles o p oduc ype and
cogni i e p ocesses. Jou nal o Business Resea ch, 137, 13–27. h ps://doi.o g/10.1016/j.jbus es.2021.08.016
Wu, ., shah, e. D., ka des, F. ., & Wye , . s. (2020). echnical nomencla u e, e e yday language, and consume
in e ence. Ma ke ing Le e s, 31(2–3), 299–310. h ps://doi.o g/10.1007/s11002-019-09511-w
Wu, ., Wu, h. h., & Wang, c. l. (2021). Why is a pic u e ‘wo h a housand wo ds’? Pic u es as in o ma ion in pe -
cei ed help ulness o online e iews. In e na ional Jou nal o Consume S udies, 45(3), 364–378. h ps://doi.
o g/10.1111/ijcs.12627
Wul , ., nade e , B., Olbe mann, Z., & hohne , J. (2021). Finding gold a he end o he ainbow lag? claim agueness
and p esence o emo ional image y as ac o s o ainbowwashing. In e na ional Con e ence on Resea ch in
Ad e ising (ICORIA), P oceedings 2021. eu opean ad e ising academy.
Xu, D., Ye, Q., hong, h., & sun, F. (2022). emo ions o a en ion in online consume e iews: he mode a ed media -
ing ole o e iew help ulness. Indus ial Managemen & Da a Sys ems, 122(3), 729–751. h ps://doi.o g/10.1108/
iMDs-07-2021-0473
Yang, J., e an, c., Ba occhio, a. F., Be ello i, e., & W zesinski, s. (2021). Building b and au hen ici y on social media:
he impac o ins ag am ad model genuineness and us wo hiness on pe cei ed b and au hen ici y and con-
sume esponses. Jou nal o In e ac i e Ad e ising, 21(1), 34–48. h ps://doi.o g/10.1080/15252019.2020.1860168
Zhao, M., & Xia, l. (2020). Join o sepa a e? he e ec o isual p esen a ion on image y and p oduc e alua ion.
In e na ional Jou nal o Resea ch in Ma ke ing, 38(4), 935–952. h ps://doi.o g/10.1016/j.ij esma .2020.11.007
