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Assimilatie of Contrast? Een onderzoek naar de invloed van productcategorieën op de producteigenschappen, - kwaliteit en - verkopen van een (on)ambigu product.

Vos, Mieke de (2010) Assimilatie of Contrast? Een onderzoek naar de invloed van productcategorieën op de producteigenschappen, - kwaliteit en - verkopen van een (on)ambigu product.

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Abstract:This report provides insight into the influence of the product category (breakfast shelf vs. snack shelf) on the product characteristics of a rice cake of which the consumer has a clear picture (unambiguous) vs. a rice cake of which the consumer has no clear picture (ambiguous). The online study shows that the intrinsic product characteristics of the ambiguous rice cake will be evaluated the same as the characteristics of the other products in the product category (assimilation effect). This assimilation effect also takes place when the characteristics of the unambiguous product match the characteristics of the products from the product category. Thus, the unambiguous rice cake is more lightly evaluated in the breakfast-shelf (with lightly products) than the ambiguous rice cake product. When the intrinsic product characteristics of the rice cake do not match with the other product characteristics in the product category, the intrinsic product characteristics will be evaluated differently as these other product characteristics (contrast effect). The unambiguous rice cake has been evaluated less grain and fiber in the snack shelf (with grain and fiber-rich products) than the ambiguous rice cake. The study shows that the judgment of the extrinsic product characteristics (e.g. packaging), is not influenced by the product category. The extent, to which a consumer finds that a product fits the product category in the supermarket, has a positive effect on perceived product quality and purchase intent. The field study also shows a positive influence on the actual product purchase. It is recommended that both an unambiguous as an ambiguous product is placed in a product category where the intrinsic product characteristics match with the other products in the category. Hereby, the expected product characteristics match with the experienced product characteristics after consuming the product and the probability of satisfaction with the product and repeated product purchase increases.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60587
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