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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Consumer Evaluations of Hybrid Products

Priyali Rajagopal, Robert E. Burnkrant
DOI: http://dx.doi.org/10.1086/596721 232-241 First published online: 1 August 2009


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.

  • Attitudes
  • Categorization
  • Experimental Design and Analysis (ANOVA)
  • Diffusion, Innovation, Technology
  • Inference Making
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