The DOI matches its OpenAlex record; 31 of the 31 references it cites were found in a registry or an index.
“What Is It?” Categorization Flexibility and Consumers' Responses to Really New Products
Abstract
To understand really new products, consumers face the challenge of constructing new knowledge structures rather simply changing existing ones. Recent research in categorization suggests that one strategy for creating representations for these new products is to use information already contained in familiar product categories. While knowledge from multiple existing categories may be relevant, little research has examined how (and if) consumers process information drawn from more than one domain. We use two experiments to demonstrate how consumers use cues from multiple categories to develop expectations about and preferences for new products. Our findings suggest that the first plausible category label provided to the consumer significantly influences their categorizations, expectations, and preferences. Only when advertisers place limits on the type of information to transfer from each existing category can consumers use information from multiple categories effectively.
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Citations
Cites
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Self-citationSchema Congruity as a Basis for Product Evaluation
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Cited by
Brown, S. A., & Venkatesh, V. (2005) · MIS Quarterly · doi:10.2307/25148690 · Cited by 1,545
Thinking about technology: Applying a cognitive lens to technical change
Kaplan, S., & Tripsas, M. (2008) · Research Policy · doi:10.1016/j.respol.2008.02.002 · Cited by 661
Loewenstein, J., Ocasio, W. C., & Jones, C. (2012) · Academy of Management Annals · doi:10.1080/19416520.2012.660763 · Cited by 283
Velasco, C., Woods, A. T., Petit, O., Cheok, A. D., & Spence, C. (2016) · Food Quality and Preference · doi:10.1016/j.foodqual.2016.03.005 · Cited by 200
Smart Products: Conceptual Review, Synthesis, and Research Directions*
Raff, S., Wentzel, D., & Obwegeser, N. (2020) · Journal of Product Innovation Management · doi:10.1111/jpim.12544 · Cited by 196
Metadata
- Authors
- Moreau, C., Markman, A. B., & Lehmann, D. R.
- Venue
- Springer eBooks
- Publisher
- Springer Nature
- Published
- 2001-03-01
- Volume
- 27
- Issue
- 4
- Pages
- 129-145
- OpenAlex
- W2110236542
- Cited by
- 431
- References
- 31
- FWCI
- 46.21
- Type
- book chapter
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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