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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...

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Autores principales: Leng, Xionghui, Chen, You, Song, Xinyu, Zhou, Xiaoyu, Li, Xi
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9062516/
http://dx.doi.org/10.3389/fpsyg.2022.878039
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author Leng, Xionghui
Chen, You
Song, Xinyu
Zhou, Xiaoyu
Li, Xi
author_facet Leng, Xionghui
Chen, You
Song, Xinyu
Zhou, Xiaoyu
Li, Xi
author_sort Leng, Xionghui
collection PubMed
description 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 maintenance model of fluid compensation theory to examine how extremely incongruent new products influence product evaluation. Three experiments indicate that consumers’ product evaluation of extremely incongruent new products is significantly lower than that of congruent products, and it can be notably improved by three ways of fluid compensation. The findings revealed that anxiety moderates the relationship between extremely incongruent new products and product evaluations, and further self-esteem moderates the relationship on the main effects. Overall, our research reconciles divergent findings on the effect of extremely incongruent new products on the effects of product evaluation and further provides rich managerial implications for product innovation management.
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spelling pubmed-90625162022-05-04 Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products Leng, Xionghui Chen, You Song, Xinyu Zhou, Xiaoyu Li, Xi Front Psychol Psychology 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 maintenance model of fluid compensation theory to examine how extremely incongruent new products influence product evaluation. Three experiments indicate that consumers’ product evaluation of extremely incongruent new products is significantly lower than that of congruent products, and it can be notably improved by three ways of fluid compensation. The findings revealed that anxiety moderates the relationship between extremely incongruent new products and product evaluations, and further self-esteem moderates the relationship on the main effects. Overall, our research reconciles divergent findings on the effect of extremely incongruent new products on the effects of product evaluation and further provides rich managerial implications for product innovation management. Frontiers Media S.A. 2022-04-18 /pmc/articles/PMC9062516/ http://dx.doi.org/10.3389/fpsyg.2022.878039 Text en Copyright © 2022 Leng, Chen, Song, Zhou and Li. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Leng, Xionghui
Chen, You
Song, Xinyu
Zhou, Xiaoyu
Li, Xi
Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title_full Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title_fullStr Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title_full_unstemmed Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title_short Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
title_sort make “incongruent” to be “excellent”: fluid compensation in extremely incongruent new products
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9062516/
http://dx.doi.org/10.3389/fpsyg.2022.878039
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