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This research documents a purity premium effect, showing that consumers perceive a greater value difference between a pure product containing 100% of a single material (e.g., 100% wool) and a non‐pure product containing lower quality material (e.g., 80% wool + 20% cotton), compared to two non‐pure products with the same composition difference (e.g., 80% wool + 20% cotton vs. 60% wool + 40% cotton), suggesting a nonlinear value change. However, the value change is linear in the higher‐quality direction, suggesting an asymmetrical change in value distance around pure products. This effect happens because consumers use pure products to categorize products into different quality groups such that pure products belong to a different quality category from the lower quality non‐pure products, but to the same quality category as the higher quality non‐pure products. Based on this theorizing, the perceived quality difference between the pure and non‐pure products, which integrates both the objective material quality difference and the categorical difference, serves as the mechanism to drive the asymmetrical change of value around pure products. Five studies support this asymmetrical purity premium effect and the proposed process. The findings offer direct implications for pricing decisions around pure products. A price premium can be extracted when pricing a higher quality pure product compared to the non‐pure products. However, such a price premium does not apply when the pure product is of lower quality than the non‐pure products. [ABSTRACT FROM AUTHOR]

Many apps require consumers to evaluate products by swiping them to the right or left. This work explores whether product orientation affects the product evaluations communicated by swiping movements, compared with those made by pressing onscreen buttons. Building on stimulus-response compatibility (SRC) theory, which suggests that irrelevant product display features can activate certain behavioral responses when the product display and the behavioral response share a common dimension, this study predicts that the horizontal direction (left to right or right to left) cued by a product’s orientation should facilitate a swipe movement in the congruent direction. Five studies indicate that when people use swiping movements to evaluate objects, their evaluations are influenced by the object’s orientation, whereas evaluations conveyed through button presses reveal no orientation effect. The orientation effect for swiping responses also disappears when the objects contain a direction cue that is incongruent with their orientation, and when only one directional swipe movement is defined as a valid response option. Moreover, the effect holds for subjective evaluations but is eliminated for objective judgments, when these involve no time pressure. [ABSTRACT FROM AUTHOR]