Looks Interesting, but What Does It Do?? Evaluation of Incongruent Product Form Depends on Positioning

Noseworthy, Theodore J; Trudel, Remi
December 2011
Journal of Marketing Research (JMR);Dec2011, Vol. 48 Issue 6, p1008
Academic Journal
Marketers struggle with how best to position innovative products that are incongruent with consumer expectations. Compounding the issue, many incongruent products are the result of innovative changes in product form intended to increase hedonic appeal. Crossing various product categories with various positioning tactics in a single meta-analytic framework, the authors find that positioning plays an important role in how consumers evaluate incongruent form. The results demonstrate that when a product is positioned on functional dimensions, consumers show more preferential evaluations for moderately incongruent form than for congruent form. However, when a product is positioned on experiential dimensions, consumers show more preferential evaluations for congruent form than for moderately incongruent form. Importantly, an increase in perceived hedonic benefits mediates the former, whereas a decrease in perceived utilitarian benefits mediates the latter. The mediation effects are consistent with the view that consumers must first understand a product's functionality before engaging in hedonic consumption.


Related Articles

  • Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur : synthèse, limites et voies de recherche. Fleck, Nathalie; Maille, Virginie // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);2010, Vol. 25 Issue 4, p69 

    No abstract available.

  • Rediscovering the Fourth Generation. Kraicer, Shelly // Cinema Scope;Winter2008, Issue 33, p29 

    The article discusses Chinese filmmakers whose careers were affected by the Cultural Revolution (CR) in China. The rise of communism halted Chinese filmmaking, preventing a group of filmmakers known as the Fourth Generation from producing films until the 1970s. Filmmaker Yang Yanjin's motion...

  • Leader-Team Congruence in Power Distance Values and Team Effectiveness: The Mediating Role of Procedural Justice Climate. Cole, Michael S.; Carter, Min Z.; Zhen Zhang // Journal of Applied Psychology;Nov2013, Vol. 98 Issue 6, p962 

    We examine the effect of (in)congruence between leaders' and teams' power distance values on team effectiveness. We hypothesize that the (in)congruence between these values would differentially predict team effectiveness, with procedural justice climate serving as a mediator. Using multisource...

  • Distributor's Reference Designs Lend Helping Hand to Engineers. Beneke, Jim // ECN: Electronic Component News;Mar2011 Supplement, Vol. 55, pS10 

    The article discusses the significance of component distributor's reference designs to product designers and developers to shorten product design cycle, reduce risk, and improve product features.

  • How Product and Application Data Sheets Can Help You.  // Journal of Protective Coatings & Linings;Jun2013, Vol. 30 Issue 6, p15 

    A reprint of article "How Product and Application Data Sheets Can Help You," which appeared in the January 2006 issue "JPCL," is presented.

  • COULD PLACING ADS WRONG BE RIGHT? Dahl�n, Micael; Rosengren, Sara; T�rn, Fredrik; �hman, Niclas // Journal of Advertising;Fall2008, Vol. 37 Issue 3, p57 

    This paper adds to the research on media-context effects with two experimental studies of thematic (in)congruence (i.e., advertising placed in media with themes that are either congruent or incongruent with the advertised brands). We hypothesize that by challenging expectations, placing ads in...

  • A constructive-associative model of the contextual dependence of unidimensional similarity. Wedell, Douglas H. // Journal of Experimental Psychology. Human Perception & Performan;Jun96, Vol. 22 Issue 3, p634 

    Studies how similarity relationships may depend on task constraints. Effects of density manipulations on similarity; Constructive-associative model of unidimensional judgment; Disordinal context effects on pairwise dissimilarity ratings.

  • Like it or not, Metro Detroit and GR are comparable. Glazer, Lou // Grand Rapids Business Journal;10/21/2013, Vol. 31 Issue 42, p26 

    In this article the author discusses the similarities between Detroit and Grand Rapids, both in Michigan such as per capita income ranking and deficits.

  • Similarity, interactive activation and mapping. Goldstone, Robert L. // Journal of Experimental Psychology. Learning, Memory & Cognition;Jan1994, Vol. 20 Issue 1, p3 

    Examines the most influential formulations of theory of similarity. Geometric models of similarity; Similarity and alignment; Alternative models of similarity; Original interactive activation process; Significance of determining features and feature weights to perceptual psychologists and...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics