报告题目：How Visual Communication of a Set Impacts Perceived Set Completeness and Component Importance
报告摘要：Consumers frequently need to utilize a “set” of products or actions to achieve an overarching goal. How may marketers or policymakers increase the likelihood that a set of products are purchased or actions are performed so that the goal is achieved to its fullest? In this research, we propose the concept of perceived set completeness, and investigate how it affects consumers’ perception of the constituent components of the set. We focus on visual cues that would give consumers a greater sense of set completeness, and show how this perceived set completeness affects the perceived importance of the component items. Seven studies demonstrate that consumers associate circular versus angular shapes with a greater sense of completeness. Having a set of items placed within a circular (vs. angular) shape increases consumers’ perceived completeness of the set, and makes an individual component item to be regarded as more important to have—consequently leading consumers to choose more component items in a set. Distinctive visual cues (e.g., colors) of the components, as well as item familiarity, moderate this shape effect. We discuss several implications for the design of marketing materials and public policy campaigns.
个人简介：Dr. Li Xiuping is currently Associate Professor of Marketing (with tenure) at the National University of Singapore. Dr. Li’s research focuses on consumer judgment and decision making, and she is especially interested in how sensory experience influences consumer behavior. Her work has been published in the Journal of Consumer Research, Psychological Science, Journal of Consumer Psychology, Journal of Business Research, and Marketing Letters.