The Effect of Adding Features on Product Attractiveness
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- Indbinding:
- Paperback
- Sideantal:
- 168
- Udgivet:
- 19. september 2018
- Størrelse:
- 150x11x220 mm.
- Vægt:
- 268 g.
- 2-3 uger.
- 12. december 2024
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- 1 valgfrit digitalt ugeblad
- 20 timers lytning og læsning
- Adgang til 70.000+ titler
- Ingen binding
Abonnementet koster 75 kr./md.
Ingen binding og kan opsiges når som helst.
Beskrivelse af The Effect of Adding Features on Product Attractiveness
Technological progress has been enabling companies to add disparate features to their products. This research investigates the effect of adding more features on consumers¿ evaluation of the product, by examining in particular the role of the congruity of the features added with the base product as a variable the moderates the effect of increasing the number of features. Grounding on schema-congruity theory, I propose that the cognitive elaboration associated with the product congruity of the features added explains consumers¿ evaluation as the number of new features increases. In particular, it is shown that consumers perceive a benefit from increasing the number of features only when these features are congruent with the product.
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