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Consumer Evaluation of Hybrid Innovations (summary section only)

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dc.contributor Svenska handelshögskolan, institutionen för marknadsföring, logistik och företagsgeografi sv
dc.contributor Hanken School of Economics, Department of Marketing, Supply Chain Management and Corporate Geography en
dc.contributor.author Sääksjärvi, Maria
dc.date.accessioned 2011-03-02T13:47:29Z
dc.date.available 2011-03-02T13:47:29Z
dc.date.issued 2004-03-12
dc.identifier.isbn 951-555-810-7
dc.identifier.uri http://hdl.handle.net/10227/94
dc.identifier.uri URN:ISBN:951-555-810-7
dc.description.abstract 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 fi
dc.format.extent 1837 bytes
dc.format.extent 516828 bytes
dc.format.mimetype text/plain
dc.format.mimetype application/pdf
dc.language.iso en
dc.publisher Svenska handelshögskolan sv
dc.publisher Hanken School of Economics en
dc.relation.ispartofseries Economics and Society
dc.relation.ispartofseries 122
dc.rights Publikationen är skyddad av upphovsrätten. Den får läsas och skrivas ut för personligt bruk. Användning i kommersiellt syfte är förbjuden. sv
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject hybrid products fi
dc.subject innovations fi
dc.subject categorization fi
dc.subject consumer evaluation fi
dc.subject conceptual combination fi
dc.subject analogical learning fi
dc.subject.other Marketing fi
dc.title Consumer Evaluation of Hybrid Innovations (summary section only) fi
dc.type.ontasot Doctoral thesis en
dc.type.ontasot Väitöskirja fi
dc.type.ontasot Doktorsavhandling sv
dc.type.dcmitype Text
dc.date.accepted 2004-03-22

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