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Consumer Evaluations of Hybrid Products

By Priyali Rajagopal and Robert E. Burnkrant

Abstract

This article examines how consumers evaluate hybrid products. Hybrid products possess features of more than one category and hence may be categorized into alternative categories. We combine two different streams of literature—traditional categorization and psycholinguistics—to demonstrate how beliefs about two different categories can be elicited for a hybrid product using a priming approach. We also find that relative category knowledge can moderate the elicitation of multiple category beliefs.

DOI identifier: 10.1086/596721
OAI identifier: oai:RePEc:ucp:jconrs:doi:10.1086/596721
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