The Category Label and Overall Similarity in Hybrid Products: Matches/Mismatches and Categorization Asymmetry in Consumer Preferences

Maria Saaksjarvi, Delft University of Technology, The Netherlands and HANKEN, Finland
Ewa Pulkkinen, HANKEN, Finland
In two studies, we examine the joint effects of the category label and overall similarity on consumer preferences for hybrid products. The results show that 1) consumers are sensitive to the matches (mismatches) between the category label and overall similarity 2) the matches (mismatches) only influence preference for consumers who engage in asymmetrical (versus symmetrical) categorization, 3) the match/mismatch construct is a better measure for consumer categorization than the individual effects of the category label and overall similarity by accounting for numerous consumer responses to new products.
[ to cite ]:
Maria Saaksjarvi and Ewa Pulkkinen (2009) ,"The Category Label and Overall Similarity in Hybrid Products: Matches/Mismatches and Categorization Asymmetry in Consumer Preferences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 795-796.