What makes products look premium? The impact of product convenience on premiumness perception

Abstract

This study examines the impact of product convenience on premiumness perception. A comparative survey and four experiments confirm that products viewed as convenient are perceived as more premium than their less convenient counterparts. This effect persists even when the overall quality and preference of the convenient product is equivalent to a less convenient counterpart. The convenience–premiumness relationship is driven by perceptions of convenient products' manufacturers being more customer-oriented. Moreover, the mediating effect of perceived customer orientation is stronger for consumers with higher productivity orientation, which suggests that the benefits obtained from convenient products are valued more by those who value efficient time management. Furthermore, our results confirm that convenience, besides influencing premiumness perceptions of the product, also positively influences downstream consumer behavior.