Browsing by Subject "conceptual combination"

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  • Sääksjärvi, Maria (Svenska handelshögskolan, 2004)
    Economics and Society
    Hybrid innovations, or new products that combine two existing product categories into one, are increasingly popular in today’s marketplace. Despite this proliferation, few studies address them. The purpose of this thesis is to examine consumer evaluation of hybrid innovations by focusing on consumer categorization of such innovations and on factors contributing positively and negatively to their evaluation. This issue is examined by means of three studies. The first study addresses the proportion of consumers categorizing hybrid products as single- versus dual-purpose, what contributes to such a categorization, what differences can be found between the two groups, and if categorization can and should be included in models of innovation adoption. The second study expands on the scope by including motivation as a predictor of consumer evaluation and examines two cognitive and affective factors and their differential impact on innovation evaluation. Finally, the third study examines the product comparisons single- versus dual-purpose categorization induce. These three essays together build up a broader understanding of hybrid innovation evaluation. The thesis uses theories from both psychology and marketing to examine the issues at hand. Conceptual combination and analogical learning theories from psychology are used to comprehend categorization and knowledge transfer. From marketing, consumer behavior and innovation adoption studies are addressed to better understand the link between categorization and product evaluation and the factors contributing to product evaluation. The main results of the current thesis are that (1) most consumers categorize hybrid products as single- and not as dual-purpose products, (2) consumers that categorize them as dual-purpose find them more attractive (3) motivation has a significant effect on consumer evaluation of innovations; cognitive factors promote an emphasis on product net benefits, whereas affective factors induce consumers to consider product meaning in the form of categorization and perceived product complexity, (4) categorization constrains subsequent product evaluation, and (5) categorization can and should be included to models of innovation adoption. Maria Sääksjärvi is associated with CERS, the Center for Relationship Marketing and Service Management at the Swedish School of Economics and Business Administration
  • Purma, Jukka (Helsingfors universitet, 2008)
    The thesis aims to link the biolinguistic research program and the results of studies in comceptual combination from cognitive psychology. The thesis derives a theory of syntactic structure of noun and adjectival compounds from the Empty Lexicon Hypothesis. Two compound-forming operations are described: root-compounding and word-compounding. The aptness of theory is tested with finnish and greek compounds. From the syntactic theory semantic requirements for conceptual system are derived, especially requirements for handling morphosyntactic features. These requirements are compared to three formidable theories of conceptual combination: relation theory CARIN, Dual-Process theory and C3-theory. The claims of explanatory power of relational distributions of modifier in CARIN-theory are discarded, as the method for sampling and building relational distributions is not reliable and the algorithmic instantiation of theory does not compute what it claims to compute. From relational theory there still remains results supporting existence of 'easy' relations for certain concepts. Dual-Process theory is found to provide results that cannot in theory be affected by linguistic system, but the basic idea of property compounds is kept. C3-theory is found to be not computationally realistic, but the basic results of diagnosticity and local properties (domains) of conceptual system are solid. The three conceptual combination models are rethought as a problem of finding the shortest route between the two concepts. The new basis for modeling is suggested to be bare conceptual landscape with morphosyntactiic or semantic features working as guidance and structural features of landscape basically unknown, but such as they react to features from linguistic system. Minimalistic principles to conceptual modeling are suggested.