27 results on '"Shocker, Allan D."'
Search Results
2. Goal-Derived Categories and the Antecedents of Across-Category Consideration.
- Author
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Ratneshwar, S., Pechmann, Cornelia, and Shocker, Allan D.
- Subjects
CONSUMER goods ,INDUSTRIAL organization (Economic theory) ,GOAL (Psychology) ,CONSUMERS ,CATEGORY management ,BRAND name products ,DECISION making ,CONSUMER preferences ,AMBIGUITY ,CONFLICT management ,CONSUMER research ,ORGANIZATIONAL goals - Abstract
We employ the concept of goal-derived categories and examine when and why consideration sets might include alternatives from different nominal product categories. An experiment in stimulus-based choice was conducted wherein subjects were given a large, heterogeneous set of alternatives and asked to form consideration sets. A key finding was that across-category consideration was high when there was either goal conflict (i.e., a single product category could not deliver on all salient goals) or goal ambiguity (i.e., a lack of salient goals). However, goal-conflict and goal-ambiguity subjects engaged in across-category consideration for different reasons. Goal-conflict subjects potentially could have prioritized goals and eliminated entire categories prior to forming consideration sets. Instead, they formed mixed consideration sets in the service of salient goals and postponed conflict resolution to the final choice stage. Goal-ambiguity subjects, on the other hand, considered alternatives from different categories because they were influenced by extrinsic cues (e.g., leading brand names). Implications are discussed for consideration set formation and product-market structure. [ABSTRACT FROM AUTHOR]
- Published
- 1996
- Full Text
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3. Composite Branding Alliances: An Investigation of Extension and Feedback Effects.
- Author
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Park, C. Whan, Jun, Sung Youl, and Shocker, Allan D.
- Subjects
STRATEGIC alliances (Business) ,BRAND name products ,COMMERCIAL products ,CO-branding ,INTERNATIONAL alliances ,MARKETING ,BRAND choice ,ATTRIBUTION (Social psychology) ,COOPERATIVE advertising ,INTERORGANIZATIONAL relations ,CORPORATE image ,MARKETING strategy ,MANAGEMENT ,ECONOMICS - Abstract
The authors report two studios investigating the effectiveness of a composite brand in a brand extension context. In composite brand extension, a combination of two existing brand names in different positions as header and modifier is used as the brand name for a new product (e.g., Slim- Fast chocolate cakemix by Godiva). The results of both studies reveal that by combining two brands with complementary attribute levels, a composite brand extension appears to have a better attribute profile than a direct extension of the header brand (Study 1) and has a better attribute profile when it consists of two complementary brands than when it consists of two highly favorable but not complementary brands (Study 2). The improved attribute profile seems to enhance a composite's effectiveness in influencing consumer choice and preference (Study 2). In addition, the positions of the constituent brand names in the composite brand name are found to be important in the formation of the composite's attribute profile and its feedback effects on the constituent brands. A composite brand extension has different attribute profiles and feedback effects, depending on the positions of the constituent brand names. [ABSTRACT FROM AUTHOR]
- Published
- 1996
- Full Text
- View/download PDF
4. Substitution in Use and the Role of Usage Context in Product Category Structures.
- Author
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Ratneshwar, S. and Shocker, Allan D.
- Subjects
PRODUCT management research ,PRODUCT orientation ,COGNITION ,PRODUCT recall ,CONSUMER behavior ,PRODUCT safety ,PROTOTYPES ,BUSINESS forecasting ,PRODUCT liability ,STRATEGIC planning - Abstract
The relationship between the substitution in use approach to product-market structure and cognitive accounts of product category structures is investigated in terms of the role of product usage context. Studies 1 and 2 show that distinctive usages predict similarity judgments, whereas usage versatility predicts prototypically. The results of a third study suggest that individual usage contexts are associated with subcategories that involve restructuring of the overall category and, as such, guide context-specific product recall. Conceptual and managerial implications of the findings are discussed. [ABSTRACT FROM AUTHOR]
- Published
- 1991
- Full Text
- View/download PDF
5. Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review.
- Author
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Shocker, Allan D. and Srinivasan, V.
- Subjects
CUSTOMER orientation ,COMMERCIAL product evaluation ,PRODUCT attributes ,MARKETING research ,CUSTOMER relationship management ,MARKETING management ,CUSTOMER services ,PRODUCT management ,DECISION making ,TARGET marketing ,MARKETING strategy ,PRODUCT design - Abstract
Multiattribute research in marketing seeks an understanding of the structure of customer decisions with respect to the market offerings of a firm and its competitors. Through such understanding the firm tries to evaluate and/or design its offerings for greater customer satisfaction and profitability. Recent applications of such research to new product evaluation and to concept generation are reviewed and critiqued, relevant methodologies are contrasted, and the import of this research trust for management is assessed. [ABSTRACT FROM AUTHOR]
- Published
- 1979
- Full Text
- View/download PDF
6. Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiarity.
- Author
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Ratneshwar, Srinivasan, Shocker, Allan D., and Stewart, David W.
- Subjects
MANUFACTURED products ,MARKETING research ,CONSUMER preferences ,INVESTIGATIONS ,COMPARATIVE studies ,EMPIRICAL research ,INDUSTRIAL research ,CONSUMER attitudes ,MARKETING strategy ,CONSUMER behavior - Abstract
The attraction effect refers to an inferior product's ability to increase the attractiveness of another alternative when the inferior product is added to a choice set. This article examines potential explanations for the attraction effect end its boundary conditions. The article reports several empirical investigations and suggests that the attraction effect may be moderated by such variables as stimulus meaningfulness and familiarity with the product category. The implications are relevant to research on context effects in consumer choice. [ABSTRACT FROM AUTHOR]
- Published
- 1987
- Full Text
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7. Competitive Market Structure Analysis: A Comment on Problems.
- Author
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Shocker, Allan D., Zahorik, Anthony J., and Stewart, David W.
- Subjects
INDUSTRIAL organization (Economic theory) ,PRINCIPAL components analysis ,COMPETITION ,PANEL analysis ,BRAND name products ,BRAND mobility ,EMPIRICAL research ,MARKETING models ,STATISTICAL correlation ,MAXIMUM entropy method - Abstract
The article critiques an article on market structure by Fraser and Bradford (FB) and examines FB's use of principle components analysis (PCA) for clustering. It states that FB's attempt to use panel data based on interpurchase time instead of brand switching incidents to develop a measure of brand substitutability. It suggests that the empirical application of FB's procedure did not adequately test the model's validity. It comments on the use of PCA to reproduce correlation matrices without the use of an underlying statistical model. It states that FB misinterpreted the results they found utilizing PCA. It suggests that FB's method shows idiosyncratic issues as well as containing general weaknesses found in every market structure analysis procedure.
- Published
- 1984
- Full Text
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8. MARKET STRUCTURE ANALYSIS: HIERARCHICAL CLUSTERING OF PRODUCTS BASED ON SUBSTITUTION-IN-USE.
- Author
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Srivastava, Rajendra K., Leone, Robert P., and Shocker, Allan D.
- Subjects
PRODUCT bundling ,COMMERCIAL products ,PRODUCT management ,PRODUCT differentiation ,MARKETING research ,FINANCIAL services industry ,DECISION making in marketing ,STRATEGIC planning ,MARKETING planning ,MARKETING - Abstract
In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation. [ABSTRACT FROM AUTHOR]
- Published
- 1981
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9. CUSTOMER-ORIENTED APPROACHES TO IDENTIFYING PRODUCT MARKETS.
- Author
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Day, George S., Shocker, Allan D., and Srivastava, Rajendra K.
- Subjects
COMMERCIAL markets ,MARKETS ,MARKETING management ,MARKETING research ,MARKETING science ,CONSUMER behavior ,STRATEGIC planning ,COMMERCIAL product marketing ,COMMERCIAL products ,PRODUCT management ,CONSUMER research ,CONSUMER attitudes - Abstract
The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights. [ABSTRACT FROM AUTHOR]
- Published
- 1979
- Full Text
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10. An Approach to Incorporating Societal Preferences in Developing Corporate Action Strategies.
- Author
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Shocker, Allan D. and Sethi, S. Prakash
- Subjects
INDUSTRIES & society ,SOCIAL responsibility of business ,COMMUNICATION in management ,SOCIAL role ,ORGANIZATIONAL behavior ,STRATEGIC planning ,SOCIAL systems ,SOCIAL goals ,SOCIAL accounting ,SOCIAL change ,PROBLEM solving - Abstract
A method is set forth by which a firm may measure and monitor, on a continuing basis, the priorities that different groups and individuals place upon a prespecified set of social goals. The article shows how the firm may then combine the differing viewpoints of these groups into a single set of priorities as a usable guide for decision-making.A method is set forth by which a firm may measure and monitor, on a continuing basis, the priorities that different groups and individuals place upon a prespecified set of social goals. The article shows how the firm may then combine the differing viewpoints of these groups into a single set of priorities as a usable guide for decision-making. [ABSTRACT FROM AUTHOR]
- Published
- 1973
- Full Text
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11. Limitations of Incremental Search in Media Selection.
- Author
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Shocker, Allan D.
- Subjects
NONBOOK materials selection ,MARKETING models ,HEURISTIC programming ,STRATEGIC planning ,PROBLEM solving ,ADVERTISING spending ,DECISION making in marketing ,OPERATIONS research ,BUSINESS planning ,MATHEMATICAL optimization - Abstract
Incremental search heuristics do not identify the optimal solution to the media choice problem. With media discounts, such heuristics may not provide even a good approximation. This article discusses the reasons for this situation and considers several supplementary heuristics for improving the quality of solutions. [ABSTRACT FROM AUTHOR]
- Published
- 1970
- Full Text
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12. Economic impact of marketing alliances on shareholders' wealth.
- Author
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Ho, Foo-Nin, Shocker, Allan D., and Yip, Yewmun
- Published
- 2010
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13. Inferring Market Structure from Customer Response to Competing and Complementary Products.
- Author
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Elrod, Terry, Russell, Gary J., Shocker, Allan D., Andrews, Rick L., Bacon, Lynd, Bayus, Barry L., Carroll, J. Douglas, Johnson, Richard M., Kamakura, Wagner A., Lenk, Peter, Mazanec, Josef A., Rao, Vithala R., and Shankar, Venkatesh
- Subjects
CONSUMER preferences ,INFLUENCE ,INDUSTRIAL organization (Economic theory) ,MARKETING research ,DECISION making ,INFORMATION technology - Abstract
We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive advances in data collection, statistical methodology and information technology provide unique opportunities for researchers to build market structure tools that can assist "real-time" marketing decision making. [ABSTRACT FROM AUTHOR]
- Published
- 2002
- Full Text
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14. Modeling Intercategory and Generational Dynamics for A Growing Information Technology Industry.
- Author
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Kim, Namwoon, Chang, Dae Ryun, and Shocker, Allan D.
- Subjects
INFORMATION technology ,MARKETING strategy ,MARKET potential ,WIRELESS communications ,TELECOMMUNICATION ,MARKETS ,COMPUTER science ,COMPETITION ,MATHEMATICAL models - Abstract
Previous studies dealing with product growth have dealt only with substitution effects among successive generations of one product category and not with complementarity and competition provided by related product categories. Based on a broadened concept of the competitive information technology (IT) market, we develop a dynamic market growth model that is able to incorporate both interproduct category and technological substitution effects simultaneously. The market potential for each category or generation is treated as a variable rather than a constant parameter, which is typical of recently growing IT sectors such as wireless telecommunications. The model is calibrated, its plausibility discussed, and its face and predictive validity assessed using data on wireless telecommunications services from two Asian markets. Results show that the market potential (and sales growth) of one category or generation is significantly affected by others and by the overall structure of a geographic market. The model is shown to make relatively good predictions even when the data from recently introduced categories/generations are limited. [ABSTRACT FROM AUTHOR]
- Published
- 2000
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15. Multiple-Category Decision-Making: Review and Synthesis.
- Author
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Russell, Gary J., Ratneshwar, S., Shocker, Allan D., Bell, David, Bodapati, Anand, Degeratu, Alex, Hildebrandt, Lutz, Namwoon Kim, Ramaswami, S., and Shankar, Venkatash H.
- Subjects
DECISION making ,PROBLEM solving ,CONSUMER behavior ,MATHEMATICAL models of consumption ,HUMAN behavior ,CONSUMER attitudes - Abstract
In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior. [ABSTRACT FROM AUTHOR]
- Published
- 1999
- Full Text
- View/download PDF
16. Product, person, and purpose: putting the consumer back into theories of dynamic market behaviour.
- Author
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Ratneshwar, S., Shocker, Allan D., Cotte, June, and Srivastava, Rajendra K.
- Subjects
CONSUMER behavior ,MATHEMATICAL models of economics ,MARKETING - Abstract
We propose here a conceptual framework that incorporates a model of individual consumer behaviour into a theory of dynamic market behaviour. We first formalize a set of propositions about consumer behaviour wherein the key concept of an affordance is introduced and conceptual links between product, person and purpose are explicated. These behavioural foundations are then employed in a conceptual framework in which we examine dynamic market behaviour from the point of view of strategic marketing decisions. The framework stresses that exchange relationships between consumers and producers are built out of actions that are adaptive and purposive and that reciprocal influences are created when both buyers and suppliers are guided by their respective considerations of feasibility and desirability. We indicate how many current marketing ideas fit into our framework and we discuss key managerial implications. [ABSTRACT FROM AUTHOR]
- Published
- 1999
- Full Text
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17. Pretest Market Models: A Critical Evaluation.
- Author
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Shocker, Allan D. and Hall, William G.
- Subjects
MARKETING ,CONSUMER goods ,NEW product development ,COMMERCIAL product testing ,PRODUCT management ,MARKETING strategy - Abstract
Pretest marketing models are increasingly being used by consumer products firms for evaluating new products prior to test market. The reasons for tills are many, but include considerations of cost, risk, and fear of premature competitive disclosure. Allan Shocker and William Hall discuss the concept of a pretest market and assess its value. They contrast and critically evaluate four of the most frequently used models for projecting pretest market results. The strengths and limits of these models complement each other and provide useful additions w available methods for predicting new product performance and for refining marketing plans prior to test marketing. INSET: BIOGRAPHICAL SKETCH. [ABSTRACT FROM AUTHOR]
- Published
- 1986
- Full Text
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18. Consideration Set Influences on Consumer Decision-Making and Choice: Issues, Models, and Suggestions.
- Author
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Shocker, Allan D., Ben-Akiva, Moshe, Boccara, Bruno, and Nedungadi, Prakash
- Subjects
CONSUMER behavior ,CONSUMER attitudes ,DECISION making ,JUDGMENT (Psychology) ,MARKETING ,ADVERTISING - Abstract
This paper affords a stylized view of individual consumer choice decision-making appropriate to the study of many marketing decisions. It summarizes issues relating to consideration set effects on consumer judgment and choice. It discusses whether consideration sets really exist and, if so, the factors that affect their composition, structure, and role in decision-making. It examines some new developments in the measurement and modeling of consideration set effects on decision-making. The paper concludes with suggestions for needed research. [ABSTRACT FROM AUTHOR]
- Published
- 1991
- Full Text
- View/download PDF
19. A SIMULATION COMPARISON OF METHODS FOR NEW PRODUCT LOCATION.
- Author
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Sudharshan, D., May, Jerrold H., and Shocker, Allan D.
- Subjects
ALGORITHMS ,NEW product development ,COMMERCIAL products ,MANUFACTURED products ,MARKETING ,RAPID prototyping ,INDUSTRIAL research ,SAMPLE size (Statistics) ,STATISTICAL sampling - Abstract
Four algorithms lot locating an "optimal" new product in a multiattribute product space--Albers and Brockhoff's PROPOPP: Gavish, Horsky, and Srikanth's Method IV: May and Sudharshan's PRODSRCH; and GRID SEARCH--are compared in terms of the relative share of preferences the new product will capture under different simulated market environments. These environments were both ones for which the algorithms were designed as well as other "more realistic" environments. Results indicate that algorithm performance is sensitive to the number of customers or segments, and the presence of probabilistic choice, and less sensitive to the numbers of existing products. Gavish, Horsky, and Srikanth IV (GHS IV) and PROPOPP performed best under the market conditions for which they were designed and GHS IV proved quite robust under variation from these conditions PROPOPP's performance deteriorated. however, in large sample size problems (n ≥ 200). PRODSRCII (a general purpose optimizer) was inferior trader these special market conditions, but superior under other more general ones. [ABSTRACT FROM AUTHOR]
- Published
- 1987
- Full Text
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20. The Effect of Design and Estimation Program on Conjoint Utility Limits: A Comment.
- Author
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Johnson, Richard M., Shocker, Allan D., and Wittink, Dick R.
- Subjects
MARKETING research ,CONJOINT analysis ,UTILITIES (Computer programs) ,COMPUTER software ,MARKETING ,ERRORS ,ALGORITHMS ,CONSUMER preferences ,DESIGN - Abstract
The article comments on measurement of utilities in conjoint analysis in marketing research citing its implications on the scaling of utilities by several computer programs as discussed in the article "Conjoint Utility Limits as Affected by Conjoint Design and Estimating Program," by Karson and Mullet. Specific errors on different algorithms and numbers made by Karson and Mullet were considered which may lead to misleading answers in market research programs. Evidently, if one needs to compare utilities, one should never compare single values from different attributes, simulations of product preference is recommended in using utilities and permissible rescalings may be necessary to apply conjoint utilities.
- Published
- 1991
21. A CONSUMER-BASED METHODOLOGY FOR THE IDENTIFICATION OF NEW PRODUCT IDEAS.
- Author
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Shocker, Allan D. and Srinivasan, V.
- Subjects
NEW product development ,PRODUCT management ,PRODUCTION scheduling ,INDUSTRIAL research ,BRAND name products ,BRAND image ,LINEAR programming ,PRODUCT bundling ,MARKETING strategy ,DECISION making ,MARKETING research - Abstract
This paper suggests a procedure which analytically ties a model to predict users' predispositions to purchase different 'brands' in a product-market together with a search process to identify optimal new product ideas. Brands, conceptualized as attribute bundles, are located in a prespecified attribute space. The pairwise preference judgments of each individual in a representative sample drawn from the population of users are analyzed using the authors' LINMAP procedure (LINear programming techniques for Multidimensional Analysis of Preferences) to determine his ideal point and salience weights for the attributes of the space. A distance model of choice is postulated for each user and used to predict his probability of choosing nonexisting products. The models developed for each user are tied to methods for searching the product space to find "best" locations for new products. The proposed procedures are discussed and evaluated in the light of relevant conceptual and empirical research. The paper concludes with a discussion of additional applications of the behavioral framework of LINMAP to other marketing decision areas. [ABSTRACT FROM AUTHOR]
- Published
- 1974
- Full Text
- View/download PDF
22. . . . COMPUTER ABSTRACTS.
- Author
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Shocker, Allan D., Srinivasan, V., Beckwith, Neil, Friedman, Herman P., Haley, Russell I., Oh, Leland H., Sands, Saul, and Warwick, Kenneth M.
- Subjects
LINEAR programming ,MATHEMATICAL programming ,MATHEMATICAL models ,COMPUTER programming ,COMPUTER algorithms ,ELECTRONIC data processing ,FORTRAN IV ,MULTIVARIATE analysis ,MARKETING research - Abstract
This article presents an abstract on the LINMAP, the Linear Programming Techniques for the Multidimensional Analysis Preferences, developed by Allan D. Shocker of the University of Pittsburgh and V. Srinivasan of Stanford University in the U.S. The basic inputs are stimuli coordinates in a prespecified attribute space and the ordinal preference judgments of one or more judges. Virtually all input data are also output wherein preference judgments are summarized for multiple judgments. The computer program uses the Fortran IV programming language.
- Published
- 1975
23. MANAGING BRAND EQUITY.
- Author
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Shocker, Allan D.
- Subjects
MARKETING literature ,NONFICTION - Abstract
The article presents a review of the book "Managing Brand Equity," by David A. Aaker.
- Published
- 1993
- Full Text
- View/download PDF
24. CONSUMERS' RESPONSES TO ATTRIBUTE INCONGRUITY IN NEW PRODUCT DESIGN.
- Author
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Yikuan Lee and Shocker, Allan D.
- Subjects
CONSUMERS - Abstract
Firms often introduce new product features to differentiate and improve their products. These new products or features are bundled within existing products. The conventional wisdom is that consumers are more likely to accept and appreciate bundled products that are complementary or strongly related to each other -- congruent bundles (e.g., PC with a wireless internet card, phone with an answering machine). People tend to favor objects that conform to their expectations and allow predictability (Meyers-Levy and Tybout 1989). Yet, the positive affect generated by congruent bundles typically is often mild rather than extreme, since it may offer little that is cognitively exciting relative to the category leader. Alternatively, firms can bundle products or features that belong to disparate product categories (e.g., clock with radio, cell phone with digital camera, pen with laser pointer, car with GPS). Following Schema Congruity Theory (Mandler 1982), these more incongruent bundles create new, added benefits which may not have existed in the original product category, and thus can stretch differentiation advantage. The risk is that sometimes consumers may have difficulty in "making sense" of such a "lack of fit" bundle. They could be confused and not know how to associate this hybrid product with their prior category knowledge during the evaluation process. Managers may also face the above concern in contemplating a new product design. This study investigates the trade off between congruity and incongruity of the bundle attributes in new product design. The conceptual model illustrates that consumers' evaluation of a bundled new product can be managed by controlling factors such as product complexity and consumer product knowledge. Empirical Results and Conclusions This study examines consumers' reactions to a variety of new products -- bundling with congruent versus incongruent attributes/product. Two hundred and twenty four-undergraduate students at two universities participated in the study. We identify three levels of congruity (Sujan and Bettman 1989) (i.e., congruent, moderately incongruent, and extremely incongruent) by measuring the differences (based on three constructs) between an anchor product and a tie-in product. The three measured levels of congruity had passed manipulation checks in a pretest. The empirical results show that Congruent and Moderately Incongruent bundles are both significantly superior to Extremely Incongruent bundles in ability to reconcile, value inference, favorability of consumers' attitude, and purchase intention (as shown in Figure 1). However, contrary to our expectation, there is no significant difference between Congruent and Moderately Incongruent bundles. Two control variables, Familiarity and Product Complexity, are also investigated: First, because consumers' reactions to incongruent bundles may be affected by their product knowledge and capability of anticipating the newly bundled products (Chi, Glaser et al. 1982; Scott, Osgood et al. 1979; Sujan 1985). Second, because product complexity may complicate consumers' product evaluation processes (Mukherjee and Hoyer 2001; Fournier, Dobscha et al. 1998). Subjects indicated that they are more familiar with the tie-in product in the Congruent situation than in the Moderately Incongruent case (5.11 vs. 3.70, t = 4.0, p < .001). As for product complexity, the Moderately Incongruent case is judged more complex than the Congruent one (4.25 vs. 1.89, t = 7.5, p < .001). These numbers may explain why MI does not outperform C as originally expected. [ABSTRACT FROM AUTHOR]
- Published
- 2007
25. A SIMULATION COMPARISON OF METHODS FOR NEW PRODUCT LOCATION: COMMENTARY REPLY.
- Author
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Sudharshan, D., May, Jerrold H., and Shocker, Allan D.
- Subjects
INDUSTRIAL research ,MANUFACTURED products ,ALGORITHMS ,SIMULATION methods & models ,NEW product development ,RAPID prototyping ,PRODUCT management ,BUSINESS enterprises - Abstract
This article focuses on a simulation comparison of methods for new product location. The value of analytic approaches to product idea generation lies in the fact that they are market based. Although a mere recitation of possible shortcomings in the market model cannot prove that analytic search will not be as productive as other means for idea generation, the authors believe that their value to managers would be improved by efforts to characterize markets more "realistically." In their paper the authors speculate that PRODSRCH and GRID SEARCH could ultimately prove the more useful of the methods compared because they are more flexible and can accommodate many of the suggestions for improving the realism of market models. Research is necessary not only to investigate which improvements to realism offer the greater promise, but also how to go about incorporating such changes. Modeling competitive action and reaction, finding ways to predict changes in market size and structure as the result of product additions, developing means for predicting the behavior of costs as a consequence of product location, predicting the attractiveness of attributes or features which do not at present characterize existing products, determining when the addition or deletion of a feature Will change the definition of a market or its structure, and the like represent major challenges for future research.
- Published
- 1987
- Full Text
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26. THE SPSS[supx] GUIDE TO DATA ANALYSIS.
- Author
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Shocker, Allan D.
- Subjects
DATA analysis ,NONFICTION - Abstract
The article reviews the book "The SPSS[supx] Guide to Data Analysis," by Marija Norusis.
- Published
- 1988
- Full Text
- View/download PDF
27. Model of exchange shifts toward services.
- Author
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Lusch, Robert F., Vargo, Stephen L., Bayus, Barry L., Kim, Namwoon, and Shocker, Allan D.
- Subjects
MARKETING ,MICROECONOMICS ,INDUSTRIAL revolution ,INDUSTRIAL organization (Economic theory) ,MARKET orientation ,UNITED States economy - Abstract
The U.S. economy has fundamentally shifted from one based on an exchange of goods to one based on an exchange of services. The traditional dominant logic on which the understanding of exchange and marketing is based is centered on a manufactured output, which is grounded heavily in microeconomic theory developed during the Industrial Revolution. In the book Evolving to a New Dominant Logic for Marketing, authors Robert F. Lusch and Stephen L. Vargo explore the evolving logic and the shift away from the exchange of tangible output toward the exchange of services, defined as the application of specialized competencies through deeds, processes and performances for the benefit of another entity or the entity itself. To make decisions, managers often simplify market realities. In reality, demand for one product can depend directly and indirectly upon the existence of and marketing efforts involving products in different categories. Authors Barry L. Bayus, Namwoon Kim and Allan D. Shocker believe their contribution will increase managerial sensitivity to the importance of multicategory effects in understanding market behavior and lead managers who embrace this more realistic market structure to an improved market orientation and superior decisions.
- Published
- 2004
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