When Negative Observations Broaden Generalization of Product Attributes to Novel Products
Three experiments document an under-studied pattern in which consumers broaden generalization of product attributes to novel products in presence of a negative observation from a distantly related product category. The findings expand our understanding about the processes that consumers use to integrate conflicting premises to generalize product knowledge.
Rui Chen and Marcus Cunha Jr. (2018) ,"When Negative Observations Broaden Generalization of Product Attributes to Novel Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 507-508.
Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA
NA - Advances in Consumer Research Volume 46 | 2018
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)
Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University