Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity |
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Authors: | Yael Steinhart Michael Kamins David Mazursky Avraham Noy |
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Affiliation: | 1. Recanati Graduate School of Business, Tel‐Aviv University, Israel;2. Harriman School of Business, Stony Brook University, USA;3. School of Business Administration, The Hebrew University, Jerusalem, Israel;4. Bocconi University, Milan, Italy;5. University of Haifa, Israel |
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Abstract: | This research shows in a series of studies that exposing consumers to functional products evokes the naive theory of popularity, whereas exposing them to self-expressive products induces belief in the naive theory of exclusivity. The research further demonstrates that when the naive theory elicited by product type is matched by the appropriate contextual purchasing cues regarding the interest of others, it results in greater purchase intentions than when those cues are mismatched. The research specifies that the matching effect for functional products is mediated by consumers' perceptions of product quality, whereas mediation for self-expressive products occurs through consumers' self-perceptions regarding the extent to which the product conveys uniqueness. Finally, the research illustrates that an explicit signal of product quality (e.g., a favorable rating in Consumer Reports) attenuates the effect associated with the contextual cues regarding the interest of others. |
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Keywords: | Interest of others Quality Functional Self‐expressive Unique Naive theories of popularity and exclusivity |
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