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
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria
Accounting For Gains From Discounted Credit
Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA