in a series of experiments, julio sevilla and claudia townsend showed that manipulating the space between…

in a series of experiments, julio sevilla and claudia townsend showed that manipulating the space between products in store displays can influence consumers views of those products. participants in several of the experiments regarded the same products in the same (generic) retail settings as significantly more valuable when the product - to - space ratio was low than when it was high. but in one of the experiments, sevilla and townsend arranged the same jewelry with different levels of intervening space at an upscale retailer (tiffany & co.) and a relatively inexpensive retailer (forever 21). the result of this experiment suggests that a store context associated with inexpensive products may moderate the effect sevilla and townsend observed in their other experiments. which finding, if true, would most directly support the researchers conclusion? a. at both tiffany & co. and forever 21, participants judged jewelry spaced far apart to be less valuable than jewelry spaced close together, but the difference in perceived value was significantly greater at tiffany & co. than at forever 21. b. when jewelry was spaced far apart, participants judged the jewelry at tiffany & co. to be more valuable than the jewelry at forever 21, but when jewelry was spaced close together, participants judged the jewelry at tiffany & co. to be less valuable than the jewelry at forever 21. c. at tiffany & co., participants judged jewelry spaced far apart to be substantially more valuable than jewelry spaced close together, but at forever 21, participants judged jewelry spaced far apart to be only slightly more valuable than jewelry spaced close together. d. participants judged jewelry spaced far apart at tiffany & co. to be similar in value to jewelry spaced close together at tiffany & co. to be more valuable than jewelry spaced close together at forever 21.

in a series of experiments, julio sevilla and claudia townsend showed that manipulating the space between products in store displays can influence consumers views of those products. participants in several of the experiments regarded the same products in the same (generic) retail settings as significantly more valuable when the product - to - space ratio was low than when it was high. but in one of the experiments, sevilla and townsend arranged the same jewelry with different levels of intervening space at an upscale retailer (tiffany & co.) and a relatively inexpensive retailer (forever 21). the result of this experiment suggests that a store context associated with inexpensive products may moderate the effect sevilla and townsend observed in their other experiments. which finding, if true, would most directly support the researchers conclusion? a. at both tiffany & co. and forever 21, participants judged jewelry spaced far apart to be less valuable than jewelry spaced close together, but the difference in perceived value was significantly greater at tiffany & co. than at forever 21. b. when jewelry was spaced far apart, participants judged the jewelry at tiffany & co. to be more valuable than the jewelry at forever 21, but when jewelry was spaced close together, participants judged the jewelry at tiffany & co. to be less valuable than the jewelry at forever 21. c. at tiffany & co., participants judged jewelry spaced far apart to be substantially more valuable than jewelry spaced close together, but at forever 21, participants judged jewelry spaced far apart to be only slightly more valuable than jewelry spaced close together. d. participants judged jewelry spaced far apart at tiffany & co. to be similar in value to jewelry spaced close together at tiffany & co. to be more valuable than jewelry spaced close together at forever 21.

Answer

Brief Explanations:

The researchers' conclusion is about how store - context and product - to - space ratio influence consumers' perception of product value. Option C shows that at Tiffany & Co. (an upscale retailer), jewelry spaced close together is judged more valuable than jewelry spaced far apart, while at Forever 21 (a relatively inexpensive retailer), the opposite is true. This directly supports the idea that store context can moderate the effect of product - to - space ratio on perceived value.

Answer:

C. At Tiffany & Co., participants judged jewelry spaced close together, but at Forever 21, participants judged jewelry spaced far apart to be only slightly more valuable than jewelry spaced close together.