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

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