When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products

Author:

Noseworthy Theodore J1,Murray Kyle B2,Di Muro Fabrizio3

Affiliation:

1. Canada Research Chair in Entrepreneurial Innovation and the Public Good in the Schulich School of Business at York University, 99 Ian Macdonald Blvd, Toronto, ON M3J 1P3, Canada

2. Alberta School of Business at the University of Alberta, Edmonton, AB, Canada T6G 2R6, and a professor of marketing at the Monash Business School, 900 Dandenong Road, Melbourne, Victoria, Australia 3145

3. Department of Business & Administration, University of Winnipeg, 515 Portage Avenue, Winnipeg, MB, Canada R3B 2E9

Abstract

Abstract The success of new incongruent products hinges largely on whether consumers can efficiently make sense of the product. One of the most efficient ways that people make sense of new objects is through feature-based association. Such associations often incorporate an enabler (e.g., the color green) to help make sense of a semantically related feature (e.g., vitamin enriched). Evidence from three studies suggests that marketers can strategically incorporate enablers in product design to help consumers make sense of an extremely incongruent feature. As a result, consumers tend to reflect more favorably on the product. Furthermore, the authors find that even if the enabler itself is incongruent and leads to lower evaluations on its own, when combined with an atypical feature the effect can still be positive. Thus, a small but semantically meaningful adjustment in design can help marketers successfully introduce extremely incongruent innovations.

Funder

Social Sciences and Humanities Research Council of Canada

SSHRC

Publisher

Oxford University Press (OUP)

Subject

Marketing,Economics and Econometrics,Arts and Humanities (miscellaneous),Anthropology,Business and International Management

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