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Article: How do enhanced and unique features affect new product preference? the moderating role of product familiarity

TitleHow do enhanced and unique features affect new product preference? the moderating role of product familiarity
Authors
KeywordsEnhanced Features
Incongruity Theory
Product Familiarity
Unique Features
Issue Date2007
Citation
Journal Of The Academy Of Marketing Science, 2007, v. 35 n. 1, p. 53-62 How to Cite?
AbstractCompanies often introduce products with enhanced or unique features to compete with the dominant brands in the market. This paper examines the moderating role of product familiarity in consumer preferences of products with enhanced or unique features in two experimental studies. Study 1 (208 participants) operationalizes product familiarity at the product category level and Study 2 (168 participants) measures it at the individual level as one's prior experience with the product. The findings of two experiments show that when consumers are unfamiliar with a product category, they prefer a product with enhanced features to one with unique features. In contrast, when consumers are experienced, they perceive a product with unique features more favorably than an enhanced one. Furthermore, this effect is due to consumer perceived differentiation of and performance uncertainty about new products with enhanced or unique features. © 2007 Springer-Verlag.
Persistent Identifierhttp://hdl.handle.net/10722/178016
ISSN
2015 Impact Factor: 3.744
2015 SCImago Journal Rankings: 3.861
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorZhou, KZen_US
dc.contributor.authorNakamoto, Ken_US
dc.date.accessioned2012-12-19T09:41:17Z-
dc.date.available2012-12-19T09:41:17Z-
dc.date.issued2007en_US
dc.identifier.citationJournal Of The Academy Of Marketing Science, 2007, v. 35 n. 1, p. 53-62en_US
dc.identifier.issn0092-0703en_US
dc.identifier.urihttp://hdl.handle.net/10722/178016-
dc.description.abstractCompanies often introduce products with enhanced or unique features to compete with the dominant brands in the market. This paper examines the moderating role of product familiarity in consumer preferences of products with enhanced or unique features in two experimental studies. Study 1 (208 participants) operationalizes product familiarity at the product category level and Study 2 (168 participants) measures it at the individual level as one's prior experience with the product. The findings of two experiments show that when consumers are unfamiliar with a product category, they prefer a product with enhanced features to one with unique features. In contrast, when consumers are experienced, they perceive a product with unique features more favorably than an enhanced one. Furthermore, this effect is due to consumer perceived differentiation of and performance uncertainty about new products with enhanced or unique features. © 2007 Springer-Verlag.en_US
dc.languageengen_US
dc.relation.ispartofJournal of the Academy of Marketing Scienceen_US
dc.subjectEnhanced Featuresen_US
dc.subjectIncongruity Theoryen_US
dc.subjectProduct Familiarityen_US
dc.subjectUnique Featuresen_US
dc.titleHow do enhanced and unique features affect new product preference? the moderating role of product familiarityen_US
dc.typeArticleen_US
dc.identifier.emailZhou, KZ: kevinz@hkucc.hku.hken_US
dc.identifier.authorityZhou, KZ=rp01127en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1007/s11747-006-0011-3en_US
dc.identifier.scopuseid_2-s2.0-55449122163en_US
dc.identifier.hkuros129080-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-55449122163&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume35en_US
dc.identifier.issue1en_US
dc.identifier.spage53en_US
dc.identifier.epage62en_US
dc.identifier.isiWOS:000246619000005-
dc.publisher.placeNetherlandsen_US
dc.identifier.scopusauthoridZhou, KZ=7202914654en_US
dc.identifier.scopusauthoridNakamoto, K=15832192200en_US

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