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Consumer Evaluations of Hybrid Products

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  • Priyali Rajagopal
  • 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.

Suggested Citation

  • Priyali Rajagopal & Robert E. Burnkrant, 2009. "Consumer Evaluations of Hybrid Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 232-241.
    • Handle: RePEc:oup:jconrs:doi:10.1086/596721
    DOI: 10.1086/596721
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    Cited by:

    1. Nieroda, Marzena E. & Mrad, Mona & Solomon, Michael R., 2018. "How do consumers think about hybrid products? Computer wearables have an identity problem," Journal of Business Research, Elsevier, vol. 89(C), pages 159-170.
    2. Liu, Martin J. & Yannopoulou, Natalia & Bian, Xuemei & Elliott, Richard, 2015. "Authenticity Perceptions in the Chinese Marketplace," Journal of Business Research, Elsevier, vol. 68(1), pages 27-33.
    3. Frédéric Basso & Philippe Robert-Demontrond & Maryvonne Hayek & Jean-Luc Anton & Bruno Nazarian & Muriel Roth & Olivier Oullier, 2014. "Why People Drink Shampoo? Food Imitating Products Are Fooling Brains and Endangering Consumers for Marketing Purposes," Post-Print halshs-01183005, HAL.
    4. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    5. Frédéric Basso & Julien Bouillé & Kevin Le Goff & Philippe Robert-Demontrond & Olivier Oullier, 2016. "Assessing the Role of Shape and Label in the Misleading Packaging of Food Imitating Products: From Empirical Evidence to Policy Recommendation," Post-Print halshs-01306951, HAL.
    6. Swait, Joffre & Brigden, Neil & Johnson, Richard D., 2014. "Categories shape preferences: A model of taste heterogeneity arising from categorization of alternatives," Journal of choice modelling, Elsevier, vol. 13(C), pages 3-23.
    7. Song, Jaeki & Kim, Junghwan & Cho, Kwangmin, 2018. "Understanding users’ continuance intentions to use smart-connected sports products," Sport Management Review, Elsevier, vol. 21(5), pages 477-490.
    8. Topaloglu, Omer & Kumar, Piyush & Dass, Mayukh, 2021. "On the Extendibility of Brands with Subordinate versus Basic Category Concepts," Journal of Retailing, Elsevier, vol. 97(3), pages 394-404.
    9. Basso, Frédéric & Robert-Demontrond, Philippe & Hayek, Maryvonne & Anton, Jean-Luc & Nazarian, Bruno & Roth, Muriel & Oullier, Olivier, 2014. "Why people drink shampoo? Food imitating products are fooling brains and endangering consumers for marketing purposes," LSE Research Online Documents on Economics 59224, London School of Economics and Political Science, LSE Library.

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