Consumer Evaluations of Hybrid Products

Journal of Consumer Research · 2009 · Volume 36 · Issue 2

Abstract

This article examines how consumers evaluate hybrid products. Hybrid products possess features of more than one category and hence may be categorized into alternative categories. We combine two different streams of literature—traditional categorization and psycholinguistics—to demonstrate how beliefs about two different categories can be elicited for a hybrid product using a priming approach. We also find that relative category knowledge can moderate the elicitation of multiple category beliefs.

Keywords

Attitudes, Categorization, Experimental Design and Analysis (ANOVA), Diffusion, Innovation, Technology, Inference Making

Enable JavaScript for citation tools and additional paper interactions.