9-Bb: When Innovation Collides With Nature: Mere Consideration of Novel Food Products Can Decrease Evaluations of the Entire Product Category
We show that exposure to novel products entailing an inherent trade-off between healthiness and naturalness can lead to ambivalent evaluations. In turn, such evaluations may spill over from single product exemplars and negatively affect evaluations and willingness to try the entire product category. This negative impact on ambivalence was not invariant, but a function of (higher) levels of preference for predictability.
Justina Gineikiene and Bob Fennis (2017) ,"9-Bb: When Innovation Collides With Nature: Mere Consideration of Novel Food Products Can Decrease Evaluations of the Entire Product Category", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1028-1028.
Justina Gineikiene, ISM University of Management and Economics, Lithuania
Bob Fennis, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 45 | 2017
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