The Effect of Adding Novel Attributes to Hedonic vs. Utilitarian Base: Role of Holistic vs. Analytic Thinking Style
Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, the authors investigate the effects of adding novel attributes on new product evaluation. While one may predict that adding novel attributes may be appealing to consumers as it provides new benefit...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2021-07-01
|
| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol23/iss2/1/ |