Consumer Evaluations of Convergent Products: a Study of Consumer’S Mental Construal and Product Category

Convergent products incorporating various functionalities into one device are common and popular nowadays. This research investigates the role of situational-, product-, and consumer-variations to a deeper understanding on consumer evaluations of convergent products. Results demonstrate that (1) the context-induced mental construal moderates the relationship between goal congruity and convergent product evaluations; (2) the moderating effect of product category is dependent on the presence of concrete product information; and (3) product category changes the moderating effect of mental construal. The findings are beneficial from both theoretical and managerial points of view.



Citation:

Ju-Hui Chang, Hongxia Zhang, and Jing Lei (2012) ,"Consumer Evaluations of Convergent Products: a Study of Consumer’S Mental Construal and Product Category", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 279-283.

Authors

Ju-Hui Chang, Peking University, China
Hongxia Zhang, Peking University, China
Jing Lei, University of Melbourne, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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