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How successful would a phone‐pillow be: Using dual process theory to predict the success of hybrids involving dissimilar products
Author(s) -
Gibbert Michael,
Mazursky David
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.05.014
Subject(s) - dual (grammatical number) , hybrid , process (computing) , psychology , similarity (geometry) , situated , order (exchange) , psycholinguistics , phone , marketing , computer science , cognitive psychology , business , linguistics , artificial intelligence , cognition , philosophy , botany , finance , neuroscience , image (mathematics) , biology , operating system
Drawing on dual process theory from psycholinguistics, results reveal that, in order for respondents to develop preferences for hybrids from dissimilar categories the products underlying the hybrid need to be structurally aligned based on links between individual functions, and that these links also need to be situated in concrete consumer goals (study 1). In addition, it was found that category similarity interacts with these two factors (study 2). Specifically, prompting the potential consumer to think about structural alignment and consumer goals increased the success of hybrids made up of dissimilar products, but decreased the success of hybrids involving similar products.