The Evaluation of New Utilitarian and Symbolic Products: the Effect of Attribute Type and Product Knowledge
Nowadays, companies manage to introduce new products whose success depends on the consumer’s response, which is motivated by the consumer’s evaluation. In this paper, we analyze the effect of the addition of three types of new attributes to a product (beneficial and image attributes and characteristics), with utilitarian or symbolic meaning, on its evaluation, and how this effect is moderated by product knowledge. Results show that the impact of attribute type and product knowledge depends on product meaning.
Eva Tomaseti and Salvador Ruiz (2009) ,"The Evaluation of New Utilitarian and Symbolic Products: the Effect of Attribute Type and Product Knowledge", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 919-921.
Eva Tomaseti, Polytechnic University of Cartagena, Spain
Salvador Ruiz, University of Murcia, Spain
NA - Advances in Consumer Research Volume 36 | 2009
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