How successful would a phone‐pillow be: Using dual process theory to predict the success of hybrids involving dissimilar products |
| |
| Authors: | Michael Gibbert David Mazursky |
| |
| Affiliation: | 1. Customer and Service Science Lab, Bocconi University, Via Roentgen 1, 20136 Milan, Italy;2. The Kmart Chair in Marketing, Jerusalem School of Business Administration, The Hebrew University, Mt. Scopus, Jerusalem 91905, Israel |
| |
| Abstract: | Drawing on dual process theory from psycholinguistics, results reveal that, in order for respondents to develop preferences for hybrids from dissimilar categories the products underlying the hybrid need to be structurally aligned based on links between individual functions, and that these links also need to be situated in concrete consumer goals (study 1). In addition, it was found that category similarity interacts with these two factors (study 2). Specifically, prompting the potential consumer to think about structural alignment and consumer goals increased the success of hybrids made up of dissimilar products, but decreased the success of hybrids involving similar products. |
| |
| Keywords: | Hybrid products Convergence Alignment Consumption goals |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
