Anatomical depiction: How showing a product's inner structure shapes product valuations

• Main Authors: KANG, Seo Yoon, KIM, Junghan, LAKSHMANAN, Arun
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: product depiction; gestalt; perceptual grouping; mental imagery; consumer confidence; performance risk; uncertainty; exploded view; Graphic Communications; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7493; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8492/viewcontent/Kang_et_al_2024_express_anatomical_depiction_how_showing_a_product_s_inner_structure_shapes_product_valuations.pdf
• Institution: Singapore Management University

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. T...