期刊
JOURNAL OF CONSUMER PSYCHOLOGY
卷 22, 期 4, 页码 529-544出版社
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2012.04.004
关键词
Hybrid products; Nonalignable differences; Discrete choice; Attribute preference; Single category beliefs; Context effects
Extant research suggests that when marketers introduce products with functions that span multiple categories, consumers tend to generate beliefs in line with only a single category. This has been regarded as a major marketing challenge because it leads consumers to ignore key attributes from the product's supplementary category. Contrary to this prediction, the authors find that because consumers tend to classify new hybrid products by contrasting them against the competitive context, attributes from the supplementary category become more salient and thus contribute greater utility in choice. The authors pit the strength of this effect against several of the most dominant and favored category cues. The results confirm that classification inferences and attribute preference for new hybrid products are highly contextual, and as such, single category inferences need not translate directly into attribute preference. (C) 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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