Does Exposure to Concept Products Affect Judgment of Marketed New Products?

Concept products are prototypes featuring a very innovative design and technical functionalities, used to be exhibited at trade shows and at industry events. Results of two studies show that exposure to concept products affect consumer evaluation of marketed products, and that such effects are contingent on the degree of visual and functional exaggeration featured by the concept product, as well as on the degree of visual and functional alignment between the concept and the marketed product.



Citation:

Irene Scopelliti, Paola Cillo, and David Mazursky (2011) ,"Does Exposure to Concept Products Affect Judgment of Marketed New Products?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Irene Scopelliti, Bocconi University, Italy
Paola Cillo, Bocconi University, Italy
David Mazursky, The Hebrew University of Jerusalem, Israel



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More

Featured

B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study

Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University

Read More

Featured

Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

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.