Categorization and assessment of new hybrid products by consumers: Application to two electronic items[Catégorisation et évaluation des produits nouveaux hybrides par les consommateurs : Application à deux produits électroniques grand public]

This article aims at understanding the way the consumers categorize and evaluate the new hybrid products which combine characteristics of two initial product categories or more. By studying two hybrid products, we find out that the consumers do neither judge nor classify these ambiguous products in the same way compared with "classical" new products. Our findings show also that the perception or not of a congruence between both basic categories influences the allocation of the hybrid product. Finally some implications of research dealing with the communication content of the producers and the categorization of hybrid products by retailers are drawn up.