The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1

Campbell, Matthew; Goodstein, Ronald C.

doi:10.1086/323731

Cited by 483 publications

(392 citation statements)

References 24 publications

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“…An explanation for this moderate incongruity effect is that incongruence is more arousing and emotionally stimulating than congruence (Campbell & Goodstein, 2001). The novelty of the object increases processing, leading to the resolution of the incongruity and enjoyment of the product.…”

Section: Congruence Versus Incongruence For Product Design and Colormentioning

confidence: 96%

Evoking premiumness: How color-product congruency influences premium evaluations

Lyons¹,

Wien²

2018

Food Quality and Preference

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A B S T R A C TGreen is commonly used in marketing to evoke utilitarian and environmental cues, whereas red is regularly found on food logos to induce arousal and excitement. This paper investigates how these colors may contribute to consumer evaluations of premiumness through congruence and incongruence between the marketing message and color on product packages. The literature suggests that, although congruence between product elements and the marketing message often is evaluated as more appropriate, a "moderate incongruence effect" may result in consumer preferences for a moderate incongruence between design elements. Two between-subject experiments suggest that the premise of congruity or incongruity applies to explaining how colors may evoke higher premium evaluations. Study 1 demonstrates that for a product of hedonic nature, consumers will evaluate the product as more premium when the color and product framing are congruent (e.g., red on a package framed as "tasting delicious" or green on a package sold as "healthy"). Study 2 demonstrates the opposite effect by suggesting that when a product is primarily utilitarian, it will be perceived as more premium when the framing of the product and the color are incongruent (e.g., green on the package marketed for its "delicious taste" or red on the package sold as "healthy"). The study adds a novel understanding of how the mechanism of congruence and incongruence between color and a hedonic versus utilitarian marketing message can lead to premium associations. It also has practical implications for marketing managers as to how one can enhance the premium evaluations through color and marketing message.

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Section: Congruence Versus Incongruence For Product Design and Colormentioning

confidence: 96%

Evoking premiumness: How color-product congruency influences premium evaluations

Lyons¹,

Wien²

2018

Food Quality and Preference

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show abstract

“…Social risk (Campbell and Goodstein, 2001;Stone and Grønhaug, 1993), or self-image risk (Dowling and Staelin, 1994), however, appears particularly important for products that are visible to others and communicate the consumer's self-image, such as clothes and other fashion items. Clothing is related to consumers' social identity and used to communicate the identity to others (Feinberg et al, 1992).…”

Section: Consumer Perceived Riskmentioning

confidence: 99%

Modelling consumer responses to an apparel store brand: Store image as a risk reducer

Liljander

Polsa

Riel

2009

Journal of Retailing and Consumer Services

171

154

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“…The pre-test revealed that the particular package design of the visually differentiated energy drink did not fit very well in the intended product category. Possibly, unknown brands with unfamiliar package designs are only liked when fit is high and consumers feel certain enough to be willing to opt for something different and new (Campbell & Goodstein, 2001). …”

Section: Choicementioning

confidence: 99%

Preference reversal for copycat brands: Uncertainty makes imitation feel good

Horen

Pieters

2013

Journal of Economic Psychology

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This article appeared in a journal published by Elsevier. The attached copy is furnished to the author for internal non-commercial research and education use, including for instruction at the authors institution and sharing with colleagues.Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or third party websites are prohibited. b s t r a c tCopycat brands try to entice consumers by imitating the trade-dress of leading brands. Recent research suggests that preferences for copycat brands relative to more differentiated brands are generally lower. That is, consumers tend to dislike such ''imitation'' brands, because of psychological reactance. Three experiments provide evidence in support of the counter hypothesis that preferences for copycats, rather than being generally negative, critically depend on consumers' uncertainty. When uncertainty about product quality is low, people dislike copycat brands, but this preference reverses when uncertainty is high -despite awareness of the imitation tactics being used. We speculate that this preference reversal occurs because the familiar feel of the copycat is interpreted positively when being uncertain, but negatively when being certain. This double-edged effect of brand similarity has implications for preference theory, consumer decision-making, and managerial practice.

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The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1

Cited by 483 publications

References 24 publications

Evoking premiumness: How color-product congruency influences premium evaluations

Evoking premiumness: How color-product congruency influences premium evaluations

Modelling consumer responses to an apparel store brand: Store image as a risk reducer

Preference reversal for copycat brands: Uncertainty makes imitation feel good

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