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RETRACTED: Effects of Messiness on Preferences for Simplicity

Jia (Elke) Liu, Dirk Smeesters and Debra Trampe
Journal of Consumer Research
Vol. 39, No. 1 (June 2012), pp. 199-214
Published by: Oxford University Press
DOI: 10.1086/662139
Stable URL: http://www.jstor.org/stable/10.1086/662139
Page Count: 16
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RETRACTED: Effects of Messiness on Preferences for
                        Simplicity
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Abstract

This research examines the effect of experiencing messiness, induced by a messy environment or by priming the concept of messiness, on consumers. We propose that messiness is an aversive state and that consumers are motivated to attenuate this state by seeking simplicity in their cognitions, preferences, and choices. Six experiments support our theorizing. Experiments 1A–1C (conducted in the laboratory) and experiment 2 (conducted in the field) demonstrate that when messiness is salient, consumers form simpler product categorizations, are willing to pay more for a T-shirt with a simple picture, and seek less variety in their choices. Experiment 3 brings additional evidence for the underlying role of the need for simplicity by showing that when the need for simplicity is satiated, the effects of messiness disappear. A final experiment shows a boundary condition of the messiness effect: political conservatives are more susceptible to messiness primes compared to liberals.

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