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

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.



Citation:

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.

Authors

Maria Saaksjarvi, Delft University of Technology, The Netherlands and HANKEN, Finland
Ewa Pulkkinen, HANKEN, Finland



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions

James A Mourey, DePaul University, USA
Ari Waldman, New York Law School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.