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Technological progress has been enabling companies to add disparate features to\udtheir existing products. This research investigates the effect of adding more features\udon consumers’ evaluation of the product, by examining in particular the role of the\udcongruity of the features added with the base product as a variable the moderates the\udeffect of increasing the number of features. Grounding on schema-congruity theory, I\udpropose that the cognitive elaboration associated with the product congruity of the\udfeatures added explains consumers’ evaluation as the number of new features\udincreases. In particular, it is shown that consumers perceive a benefit from increasing\udthe number of features only when these features are congruent with the product. The\udunderlying mechanisms that explains this finding predicts that when the number of\udincongruent features increases the cognitive resources necessary to elaborate such\udincongruities increase and consumers are not willing to spend such resources.\udHowever, I further show that when encouraged to consider the new features\udthoughtfully, consumers do seem able to infer value from increasing the number of\udmoderately incongruent features. Nonetheless, this finding does not apply for those\udnew features that are extremely incongruent with the product. Further evidence for\udconsumers’ ability to resolve the moderate incongruity associated with adding more\udfeatures is also shown, by studying the moderating role of temporal construal. I\udpropose that consumers perceive an increase in product evaluation as the number of\udmoderately incongruent features increases when consumers consider purchasing the\udproduct in the distant future, whereas such an increase is not predicted for the near\udfuture scenario. I verify these effect in three experimental studies. Theoretical and\udmanagerial implications, and possible avenues of future research are also suggested

The effect of adding features on product attractiveness: the role of product perceived congruity