Perceived Difficulty of Manufacturing the Extension and Extension Evaluation: Do Perceptions of Complementarity and Substitutability Matter?
This paper investigates the moderating roles of perceived complementarity and perceived substitutability of the extension product on the relationship between perceived difficulty of manufacturing the extension and evaluation of the extension. Using a large comprehensive dataset, we demonstrate that complementarity helps in some cases but substitutability hurts the extension evaluation.
Vishal Bindroo and Rajani Ganesh Pillai (2011) ,"Perceived Difficulty of Manufacturing the Extension and Extension Evaluation: Do Perceptions of Complementarity and Substitutability Matter? ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 849-851.
Vishal Bindroo, Indiana University South Bend, USA
Rajani Ganesh Pillai, North Dakota State University, USA
NA - Advances in Consumer Research Volume 39 | 2011
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