Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
Under fierce market competition, firms are accelerating the pace of product innovation, which may bring extremely incongruent new products. Generally, consumers are unfamiliar with extreme incongruence, resulting in passive product evaluation and a low success rate. This study draws on the meaning m...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-04-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.878039/full |