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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

form and function, product incongruity, functional positioning, experiential positioning, product design

Pengarang

  1. Theodore j. Noseworthy
  2. remi trudel

    Subject

    MARKETING

    [Abstrak]


     Marketers
    struggle with how best to positioninnovative product that are incongruent with consumer
    expectations. Compounding the issue, many incongruent products are the reult of
    inovative changes in product from intended increase hedonic appeal. Crossing
    various product categories with various positing tactics in a single
    meta-analytic framework, the authors find that positing plays an important role
    in how consumers evalue incongruen form. The result demonstrate that when a
    product is positioned on functional  dimensions, consumers show more preferential
    evaluations for moderately incongruent from than for conggruent form. However,
    when a product is positioned on experiential dimenssions, consumers show more
    prefential evaluations for congruent from than for moderately incongruent form.
    Importantly, an increase in percevied hendonic benefits mediates the former,whereas
    a decrease in perceived utilitarian benefits mediates the latter. The mediation
    effect are consistent with the view that consumers must first understand a product’s
    funcitionality before engaging in hedonic consumption.


     

    Periode

    Vol 48, Nomor 06, Tahun 2011

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