Abstract

Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, the authors investigate the effects of adding novel attributes on new product evaluation. While one may predict that adding novel attributes may be appealing to consumers as it provides new benefits, the authors propose that, in some cases, it may not. The current research investigates consumers’ view of new attribute addition depends on the novel attribute’s goal congruence with the consumption goals of the base product, which may be hedonic or utilitarian in nature. Further, consumers’ holistic versus analytic thinking style moderates the effect of such goal congruence. Study 1 examines the asymmetric evaluation towards new products when a goal-incongruent (vs.congruent) attribute is added to either a hedonic or a utilitarian base product. When the base product is hedonic (vs. utilitarian) by nature, consumers show lower evaluations for new products with the addition of goal-incongruent (utilitarian) attributes compared with the addition of goal-congruent (hedonic) attributes. Study 2 examines the moderating role of thinking style. The results indicate that in promoting products with novel goal-incongruent (vs. congruent) attributes, using a holistic thinking style effectively increases product evaluations compared with using an analytic thinking style. Study 3 replicates studies 1 and 2 to prove the generalizability of the effects by using different stimuli. These findings have implications for new product positioning and promotion strategies.

Highlights

  • Firms differentiate or improve their products by adding novel attributes to the base product (Mukherjee and Hoyer 2001)

  • When goal-incongruent attributes are added to the base products, the effect of adding novel attributes to the existing product would differ by the context or by the consumer characteristics (Chung and Lee 2019; Gill 2008; Jain, Desai, and Mao 2007; Lalwani and Shavitt 2013; Ma, Gill, and Jiang 2015; Monga and John 2007; Mukherjee and Hoyer 2001; Noseworthy and Trudel 2011; Noseworthy, Di Muro, and Murray 2014)

  • We expect the differences in new product evaluation between holistic versus analytic thinking styles will be evident when the goal-incongruent attributes are added to the base products

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Summary

Introduction

Firms differentiate or improve their products by adding novel attributes to the base product (Mukherjee and Hoyer 2001). The consumption goals associated with the hedonic or utilitarian base product and the added attribute are a way to conceptualize the nature of additions (Gill 2008). When goal-incongruent functionalities are added to the base products, the “asymmetric additivity effect” could occur (Gill 2008; Noseworthy and Trudel 2011). This research finds that consumers show more negative evaluation for a new product when a goal-incongruent (vs congruent) attribute is added to the hedonic base than to the utilitarian base. This result is in line with the previous research result of Gill (2008) and Noseworthy and Trudel (2011)

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