Investigating the Single Category Belief Problem in a Hybrid Product
Existing research suggests that when consumers encounter hybrid products or boundary-spanning products with attributes belonging to multiple categories, consumers tend to generate inferences based on only a single product category. Reliance on a single category for inferencing is termed as the “sing...
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| Language: | en |
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2009
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| Online Access: | http://hdl.handle.net/10214/2840 |