Evaluation and categorization of new hybrid products. An application to electronic devices

Madeleine Besson (1) , El Amri Dhouha (1) , Abdelmajid Amine (2)

1 IMT-BS - MMS - Département Management, Marketing et Stratégie
2 IRG - Institut de Recherche en Gestion

We are currently witnessing an increasing number of launches of new hybrid products (NHPs), created on the basis of existing products with the addition of new functionalities from other products, particularly in the high-tech sector with its convergence of technologies. These new hybrid products enlarge the range of choices and possible uses available to consumers, but give rise to uncertainty as to how to assess and categorize them. The aim of this study is to shed light on the evaluation and classification of new hybrid products, by mobilizing and articulating theories of categorization and affordance. A qualitative study explores the relevance of these theories in understanding how consumers cope with the problem of classifying and evaluating a new hybrid product. Our findings highlight the link between affordance and categorization, taking into account homology- and analogy-based similarity. Finally the theoretical and managerial implications of the study are finally addressed.

Mots clés: Viral diffusion; FaceBook; Social networks

Domaines: Gestion et management

Madeleine Besson, El Amri Dhouha, Abdelmajid Amine. Evaluation and categorization of new hybrid products. An application to electronic devices. EMAC 2012 : 41st Annual Conference of European Marketing Academy, May 2012, Lisbonne, Portugal. ⟨hal-01217316⟩