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.



Citation:

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.

Authors

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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