Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Not all products are created equal: Study explores how consumers evaluate newly released products

20.03.2006


In a forthcoming study from the Journal of Consumer Research, researchers from Indiana University explore the process by which consumers evaluate new products, be it a new razor with an unprecedented number of blades or an even mintier chewing gum. The researchers argue that when a multi-product brand – such as Nike, which recently added electronic gadgets to its core of athletic apparel – releases a new product, the consumer’s evaluative process is significantly different than when a brand strongly associated with one product – such as Gillette – releases a new product.



"[The] attitude transfer process may be more complex than suggested by current models," write Huifang Mao and H. Shanker Krishnan. "For a multi-product brand, multiple referent points exist to judge a brand extension, resulting in more complex evaluative processes."

For multi-product brands, the researchers distinguish between the two measures consumers use to decide what they think of a newly released product: brand fit and product fit. "Brand fit" is the degree to which a new product is consistent with the overall brand image, and knee pads would fit well with the athletic Nike persona. However, certain new products that do not mesh with the Nike brand might still garner a positive consumer reaction if they demonstrate "product fit." A Nike car audio system, for example, would have high product fit with Nike’s existing line of audio equipment for joggers. Surprisingly, this second type of association is often easier for consumers to make, the researchers found. "Consumers tend to transfer attitudes from varying sources to a brand extension," explain the authors. "[But] consumers may transfer their liking for an existing product to an extension in a spontaneous fashion."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Real-time feedback helps save energy and water
08.02.2017 | Otto-Friedrich-Universität Bamberg

nachricht The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Switched-on DNA

20.02.2017 | Materials Sciences

Second cause of hidden hearing loss identified

20.02.2017 | Health and Medicine

Prospect for more effective treatment of nerve pain

20.02.2017 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>