The Effect of Adding Features on Product Attractiveness: the Role of Product Perceived Congruity
This paper investigates the effect of adding more features on product evaluation. We argue that product evaluation as the number of features increases depends on the congruity of the features added with the product. We show that adding features leads to increased product attractiveness if these features are congruent with the product, but not if these features are moderately or extremely incongruent. However, the manipulation of two factors, task involvement and temporal construal, has been shown to make product evaluation increase as more moderately (but not extremely) incongruent features are added to the product.
Citation:
Matteo De Angelis and Gregory S. Carpenter (2009) ,"The Effect of Adding Features on Product Attractiveness: the Role of Product Perceived Congruity", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 651-652.
Authors
Matteo De Angelis, Luiss Guido Carli University, Italy
Gregory S. Carpenter, Northwestern University, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University
Featured
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Featured
H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity
Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University