Norms for 150 consumer products: Perceived complexity, quality objectivity, material/experiential nature, perceived price, familiarity and attitude

Consumer products are widely used as stimuli across several research fields. The use of consumer products as experimental stimuli lacks, however, the support of normative data regarding product features variability. In this work, we provide a first set of norms for people’s perceptions of 150 consumer products regarding six relevant dimensions: product perceived complexity, quality objectivity, material/experiential nature, perceived price, familiarity and attitude. Products available in this normative database showed good overall distribution across the range of the dimensions evaluated. Obtained correlations between some of these dimensions provided evidence of how they can be confounded across products, further justifying the need to control for these dimensions. These norms should aid future research by allowing researchers to select products according to specific attributes and achieve appropriate experimental control. The norms here provided should also aid consumer behavior practitioners (such as marketers and advertisers) by providing insights as to how consumers perceive products along relevant dimensions.