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| The Effect of Categorization Mode on Hybrid Product Evaluation |
| MOU Yupeng，WANG Tao，ZHANG Hui |
| 1. China University of Mining and Technology, Xuzhou, Jiangsu, China; 2. Wuhan University, Wuhan, China; 3. Hubei Engineering University, Xiaogan, Hubei, China |
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Abstract The advance of technology has accelerated the development of hybrid products. Though more and more hybrid products have gained popularity in the market, the theoretical research has neglected the consumer cognition mechanism of hybrid products. Three specific studies were included. Specifically, the results of study 1 showed that categorization mode played direct mediation role when consumers evaluate the hybrid products. Specifically, when the property similarity is high, consumers would tend to categorize the hybrid product into existed product category, otherwise they would categorize the hybrid product into a totally new product category. The results of study2 showed that the product knowledge moderates the mediation role of the categorization mode. If the consumer has more hybrid product knowledge, they would more likely categorize the hybrid product in the existing product category; otherwise they would classify the hybrid product into a new product category. The results of study 3 showed that hybrid product promotion type would also moderate the mediation role of the categorization mode.
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Received: 21 March 2017
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