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- Publisher Website: 10.1007/s11747-006-0011-3
- Scopus: eid_2-s2.0-55449122163
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Article: How do enhanced and unique features affect new product preference? the moderating role of product familiarity
Title | How do enhanced and unique features affect new product preference? the moderating role of product familiarity |
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Authors | |
Keywords | Enhanced Features Incongruity Theory Product Familiarity Unique Features |
Issue Date | 2007 |
Citation | Journal Of The Academy Of Marketing Science, 2007, v. 35 n. 1, p. 53-62 How to Cite? |
Abstract | Companies 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 Identifier | http://hdl.handle.net/10722/178016 |
ISSN | 2023 Impact Factor: 9.5 2023 SCImago Journal Rankings: 7.194 |
ISI Accession Number ID | |
References |
DC Field | Value | Language |
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dc.contributor.author | Zhou, KZ | en_US |
dc.contributor.author | Nakamoto, K | en_US |
dc.date.accessioned | 2012-12-19T09:41:17Z | - |
dc.date.available | 2012-12-19T09:41:17Z | - |
dc.date.issued | 2007 | en_US |
dc.identifier.citation | Journal Of The Academy Of Marketing Science, 2007, v. 35 n. 1, p. 53-62 | en_US |
dc.identifier.issn | 0092-0703 | en_US |
dc.identifier.uri | http://hdl.handle.net/10722/178016 | - |
dc.description.abstract | Companies 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.language | eng | en_US |
dc.relation.ispartof | Journal of the Academy of Marketing Science | en_US |
dc.subject | Enhanced Features | en_US |
dc.subject | Incongruity Theory | en_US |
dc.subject | Product Familiarity | en_US |
dc.subject | Unique Features | en_US |
dc.title | How do enhanced and unique features affect new product preference? the moderating role of product familiarity | en_US |
dc.type | Article | en_US |
dc.identifier.email | Zhou, KZ: kevinz@hkucc.hku.hk | en_US |
dc.identifier.authority | Zhou, KZ=rp01127 | en_US |
dc.description.nature | link_to_subscribed_fulltext | en_US |
dc.identifier.doi | 10.1007/s11747-006-0011-3 | en_US |
dc.identifier.scopus | eid_2-s2.0-55449122163 | en_US |
dc.identifier.hkuros | 129080 | - |
dc.relation.references | http://www.scopus.com/mlt/select.url?eid=2-s2.0-55449122163&selection=ref&src=s&origin=recordpage | en_US |
dc.identifier.volume | 35 | en_US |
dc.identifier.issue | 1 | en_US |
dc.identifier.spage | 53 | en_US |
dc.identifier.epage | 62 | en_US |
dc.identifier.isi | WOS:000246619000005 | - |
dc.publisher.place | Netherlands | en_US |
dc.identifier.scopusauthorid | Zhou, KZ=7202914654 | en_US |
dc.identifier.scopusauthorid | Nakamoto, K=15832192200 | en_US |
dc.identifier.issnl | 0092-0703 | - |