Anatomical Depiction: How Showing a Product's Inner Structure Shapes Product Valuations
研究发现，解剖式展示（将产品分解为层层排列的组件以展示内部结构）相比非解剖式展示能提升产品估值，其机制是激发消费者心中的“模拟组装”过程，增强对产品性能的信心，且效果受技术焦虑和消费目标调节。
Anatomical depiction is a technique whereby the product is decomposed into components that are spatially arranged layer by layer to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared with nonanatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a “coming together” of the inner components in consumers’ minds, thereby evoking a gestalt image of the product—a process labeled “simulated assemblage.” The elicitation of simulated assemblage in turn boosts confidence in the product's performance. Two field experiments demonstrate that anatomical depiction leads to greater engagement in online settings such as peer-to-peer selling and social media advertising. Subsequently, seven laboratory and online experiments show when and how anatomical depiction elicits simulated assemblage (Studies 1a–c), test the process underlying the effect of anatomical depiction on product valuation (Studies 2a–b), and delineate two boundary conditions, showing that the positive effect of anatomical (vs. nonanatomical) depiction attenuates for consumers higher (vs. lower) in technology anxiety (Study 3) and when consumers have a hedonic (vs. utilitarian) consumption goal (Study 4). Collectively, this work provides insights to firms on how and when to use anatomical depiction to enhance consumers’ confidence in and valuation of the product.